Bebe Gains New Leader

Specialty apparel retailer Bebe (Brisbane, Calif.) has named Steve Birkhold as its new ceo effective immediately. Birkhold succeeds Bebe’s founder, Manny Mashouf, now non-executive chairman. Birkhold most recently served as president and ceo of Lacoste North America.

“It is an extraordinary honor to join Manny and the Bebe team in taking the brand to its next level of growth,” says Birkhold. “I look forward to positioning Bebe for the dynamic changes taking place in our industry – and for the tremendous opportunities that lie ahead for the company.”