bebe stores, inc. (Nasdaq: BEBE), today announced that its recently forged partnership with Bluestar Alliance is proving successful. The rapid pace and efforts in which the brand management company has put forth in recent weeks has yielded important extensions for bebe on a domestic and global scale.

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bebe - Dubai, United Arab Emirates (Photo: Business Wire)

bebe - Dubai, United Arab Emirates (Photo: Business Wire)

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 bebe'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."

There has been a substantial amount of interest and excitement since the formation of this Joint Venture by prospective licensees. The Joint Venture expects to increase the category brand footprint, capitalizing on an already strong market presence. Using a holistic wholesale licensing approach, licensees recently committed include Gbg Usa, Inc. for sportswear and denim, Mamiye Brothers, Inc. for children's apparel, PPI Apparel Group, Inc. for intimates, Accutime Watch Corp for watches, Gbg Sock llc for socks, American Traveler, Inc. for luggage, Haskel Jewels llc. for jewelry and Miworld Accessories for travel accessories. Categories such as dresses, active-wear, outerwear, handbags, and cold weather accessories are all under negotiation. These product classifications will be available in better department stores in 2017.

The Joint Venture will also look to expand bebe's presence internationally. With 150 points of sale, the intent is to double that number within two years through strategic retail licensing agreements. Taking advantage of bebe's Middle Eastern presence in countries such as the United Arab Emirates and Saudi Arabia, the Joint Venture will be focusing on expanding the brand's retail presence in Central and South America, Europe and Asia/Pacific. Simultaneously, the Joint Venture will implement licensing deals for new product categories, serving as a catalyst for international growth and new wholesale business.

The Joint Venture will be supporting this new business with a strategic and integrated omni-channel marketing strategy. This strategy will encompass print advertisements with spreads in publications such as Elle and InStyle, POS marketing in over four continents in 150 stores, public relations, digital and social media marketing to reach a broad based audience.

Ralph Gindi, Chief Operating Officer of Bluestar, commented, " bebe is an iconic and well established contemporary womenswear brand. It has built a robust and loyal customer base in core markets and continues to expand its presence in other markets. We strongly believe there is long-term growth potential for bebe as it has a unique position in the market, omni-channel distribution approach, dominant social media presence and unparalleled brand awareness. 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."

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About bebe: bebe stores, inc. is a global specialty retailer, which designs, develops and produces a distinctive line of contemporary women's apparel and accessories under the bebe and BEBE SPORT brand names. bebe currently operates 146 bebe retail stores, the on-line store,, and 38 bebe outlet stores. These stores are located in the United States, Puerto Rico and Canada. bebe also distributes and sells bebe branded product in approximately 100 doors through its licensees in 20 plus countries.

About Bluestar Alliance:

Bluestar Alliance LLC is a privately owned Brand Management Company. In January 2006 the company was founded by Joseph Gabbay and Ralph Gindi. Bluestar owns, manages and markets a portfolio of consumer brands that span across many tiers of distribution from luxury to mass market, both domestically and internationally. Bluestar's current portfolio brands include Kensie, Nanette Lepore, Catherine Malandrino, Michael Bastian, English Laundry and Limited Too.

Since its inception, Bluestar has acquired select brands with current retail sales exceeding $1.5 billion. The current portfolio of brands manages over 200 licensees who distribute product throughout North America, Europe, Australia, South America and Asia. In addition to owning brands, Bluestar manages all the day to day business and transactions thereof.

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