Bebe Accessorizes
Brisbane, Calif.–based Bebe Stores Inc., purveyor of sexy clothes for 20-somethings, announced a new store concept that would bring the brand’s sensibility to accessories, handbags and shoes.
Inspired by Neda Mashouf, Bebe’s vice chairman, the new chain, Neda by Bebe, will feature exclusive products developed under the Neda by Bebe label. (Mashouf is also the wife of founder and Chairman Manny Mashouf.)
Bebe, which operates stores under the Bebe and Bebe Sport brands, views the new brand as a way to grow its business and build customer loyalty. “The decision is consistent with Bebe’s long-term objectives, and we believe that the development of new concepts is integral to store growth,” Greg Scott, chief executive officer, said in a statement.
Accessories have been a growing sector for the company. According to a recent Securities and Exchange Commission filing, in fiscal 2005, Bebe created 13 shopin- shops to expand its accessories assortment. The company also currently operates an accessories concept store next to its store at the Lenox Square mall in Atlanta, Ga., and is in negotiations to open a stand-alone Neda by Bebe store in the spring. Depending on that location’s performance, Bebe has plans to open additional Neda by Bebe stores in 2007. —Erin Barajas
