Bebe relaunches its brick-and-mortar retail business with first lifestyle retail store in New York City

March 13, 2018

Bebe Brand
Jasmine Sanders in Bebe’s “BeYouBebe” campaign (Photo courtesy of Bebe Brand)

After closing its brick-and-mortar retail stores in 2017, Bebe has now relaunched its brick-and-mortar retail business as more of a lifestyle center. Here’s the press release from Bebe:

The bebe® brand (“bebe”), known for its chic contemporary fashion, today announced the grand opening of its first lifestyle retail store in New York City. Through the new concept store, bebe will bring its loyal community new and personalized experiences in an elegant, modern space curated to meet the needs of today’s shoppers.

Located in the heart of Manhattan at 1 West 34th Street, between 5th and 6th Avenues, the store sits adjacent to the Empire State Building and will be open daily from 10 a.m. to 9:00 p.m. The new store also features a bold bebe sign made of 38,000 Swarovski crystals.

The new concept store features:

  • A Beauty Bar through a partnership with beGlammed, a leading on-demand beauty service, enabling shoppers to have their hair and makeup done on-site.
  • A Personalization Bar giving shoppers an opportunity to customize every item, from jeans to jackets, using Swarovski crystals, patches and embroidery.
  • A Lounge where Bebe will host interactive discussions and engaging educational events with top influencers and fashion industry insiders. On weekends, a live DJ will spin the hottest tracks and remixes from around the globe.
  • On-site stylists help shoppers define their personal style and wardrobe through an array of confident, sexy and modern clothing, including party-ready dresses, denim and tops. Shoppers can even order from the website using the in-store iPads.

“Every area of our elegant, modern store space has been thoughtfully designed to bring shoppers an experience personalized to them at an accessible price, whether they’re just hanging out, picking up an outfit for an evening or event, or looking for personalized tailoring, styling and service,” said Sandra Campos, Co-President of Women’s Apparel, Contemporary Brands, at Global Brands Group. “We’re thrilled to bring our loyal bebe community an exciting, modern shopping environment where they can engage with the bebe brand in a way that is convenient, highly-personalized and fun.”

“We are excited about the grand opening of the bebe store and introducing consumers to a new lifestyle concept. bebe is about leading trends in the industry and we have incorporated this concept into the new store by offering the latest fashions, in-store embroidering and beauty services where consumers can leave the store looking fabulous,” stated Ralph Gindi, COO of Bluestar Alliance, which forged a partnership with bebe stores in 2016 to create new licensees and product extensions for the brand. “It’s a fresh perspective to engage our loyal and new consumers of the brand.”

On Thursday, March 15, bebe will host a special evening event to celebrate the grand opening of the new store. Jasmine Sanders and celebrity DJ Vashtie will be on hand for the celebration, which promises music and excitement. Partygoers will also enjoy mingling with stars, top influencers and the who’s who of the fashion industry.

About bebe® brand
Unique, sophisticated and timelessly sexy, bebe emerged as the first contemporary fashion destination in 1976. Today, bebe continues to define next-generation chic while staying true to its assertive, provocative origins. Inspired by Shakespeare’s immortal words “To be, or not to be,” the brand is, at its essence, about living, standing out and truly existing.

About Global Brands Group Holding Limited
Global Brands Group Holding Limited (SEHK Stock Code: 0787) is one of the world’s leading branded apparel, footwear and fashion accessories companies. The Group designs, develops, markets and sells products under a diverse array of owned and licensed brands and a wide range of product categories.

Global Brands’ innovative design capabilities, strong brand management focus, and strategic vision enable it to create new opportunities, product categories and market expansion for brands on a global scale. In addition, the Group is the global leader in the brand management business through its joint venture, CAA-GBG Brand Management Group.  For more information, please visit the corporate website:


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