• Just Style

Global Brands Group to relaunch Bebe e-commerce platform


Global Brands Group Holding Limited (GBG) has signed a deal to relaunch a newly-transformed e-commerce platform for womenswear clothing brand and licensee Bebe Stores, which recently announced plans to shutter all of its brick-and-mortar stores.

The move represents the first initiative under Global Brands' direction of Bebe's e-commerce platform, direct-to-consumer divisions and international operations. As part of the partnership, GBG has also appointed designer Nathan Jenden as creative director to lead this effort.

In April, Bebe said it expected to shutter all of its brick-and-mortar stores by the end of May, a month after the company said it was exploring "strategic alternatives" on the back of a US$5.2m loss and a slump in sales in its second-quarter. Bebe operated 134 retail stores, with locations in the US, Puerto Rico and Canada.

"Bebe is an iconic fashion brand with a loyal, global following," says Sandra Campos, recently appointed president of the Bebe division at Global Brands Group. "With Global Brands' renowned expertise behind us, we see a tremendous opportunity to relaunch a new e-commerce platform that best reflects who our global customer is and how she shops."

Joseph Gabbay, CEO of Bluestar Alliance, which forged a partnership with Bebe Stores in 2016 to create new licensees and product extensions for the brand, says it was a "natural transition" for GBG to take over the Bebe e-commerce platform as it continues to build out the wholesale and department store distribution for the brand.

"Global Brands Group has been a strategic licensee and can now seamlessly synergise the international distribution, e-commerce platform and wholesale business. Our efforts will concentrate on an omni-channel distribution approach to service and expand the bebe customer, both domestically and internationally."

Bluestar Alliance will continue managing the brand with the existing partnership remaining intact. A "robust" marketing initiative is expected to be shared for the upcoming autumn 2017 season.


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