January 24, 2021

Global Brands Group to Relaunch Bebe’s E-commerce Platform

Global Brands Group Holding Ltd. will partner with the Bebe brand to relaunch its e-commerce platform and international brick-and-mortar stores.
This marks the first initiative under Global Brands’ direction of Bebe’s e-commerce platform, direct-to-consumer divisions and international operations. The company has also named Nathan Jenden creative director to spearhead the effort. Jenden, who has designed under his own label, was creative director of Diane von Furstenberg from 2001 to 2010 and has worked at Kimora Lee Simmons.
Last year, Bluestar Alliance acquired the Bebe trademark for $35 million to create new licensees and product extensions for the brand, including licensing deals with GBG.
“Bebe is an iconic fashion brand with a loyal, global following,” said Sandra Campos, who was recently named president of the Bebe division at Global Brands Group. She said with Global Brands’ expertise behind them, the company sees “tremendous opportunity” to relaunch the e-commerce platform that best reflects their global customer and how she shops.
Jenden added, “Bebe is one of the original brands in the world of contemporary, chic women’s fashion, which brought something new to market that wasn’t like anything we had ever seen at that time. I believe passionately in the brand’s diverse consumer who adores seductive, decorated and

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