Brand Bebe has partnered with Global Brands Group to re-launch its e-commerce platform as well as its international brick-and-mortar locations.
With the partnership in place, Global Brands will now take direction of Bebe’s e-commerce platform, direct-to-consumer division and international operations.
“Bebe is an iconic fashion brand with a loyal, global following,” says Sandra Campos who was recently appointed president of the Bebe division at Global Brands Group.
“With Global Brands’ renowned expertise behind us, we see a tremendous opportunity to re-launch a new e-commerce platform that best reflects who our global customer is and how she shops,” she adds.
Bluestar Alliance will continue to manage the brand, which was formed in 2016 to create new licensees and product extensions.
On its part, Global Brands has tapped designer Nathan Jenden to serve as Bebe’s creative director and to lead the re-launch effort. She was earlier the creative director of Diane von Furstenberg.