Bebe licenses 8 categories, more to come

By

Cassidy Mantor

Published
Jul 25, 2016

Global brand management firm Bluestar Alliance has already licensed out 8 categories of Bebe's product lines in the hopes of cashing in on Bebe's remaining brand equity.

The partnership deal was first announced last month, joining the struggling Bebe Stores, Inc. with Bluestar Alliance.

Manny Mashouf, founder, Chairman of the Board and Chief Executive Officer of Bebe, stated, “I am pleased with the efforts by my team to turn around [B]ebe’s retail business and Bluestar’s efforts to expand the brand's reach.”

Mashouf further stated, “Working with Bluestar has confirmed our strategic decision to aggressively pursue a licensing strategy to capitalize on the value of our brand in all categories and channels on a global scale. Bluestar has seen significant demand from prospective licensees and expects to generate long-term, committed royalties.”

Licensing partners currently include major industry licensing names covering 8 categories so far.

Partnerships that have been established include: denim and sportswear group Gbg Usa, Inc., kids apparel manufacturer Mamiye Brothers, Inc., intimates name PPI Apparel Group, Inc., watch manufacturer Accutime Watch Corp, sock manufacturer Gbg Sock LLC, luggage maker American Traveler, Inc., jewelry licensee Haskel Jewels LLC, and for travel accessories, Miworld Accessories.

Ralph Gindi, Chief Operating Officer of Bluestar, commented, "In a short period of time, since the formation of this joint venture we have added new product classifications to capitalize on what bebe has already established and further enhance it into a contemporary lifestyle brand.”

Additional negotiation is currently underway for license deals for activewear, dresses, outerwear, handbags, and cold weather accessories.