Bebe to Introduce New Concept

Bebe Stores Inc. (Brisbane, Calif.) plans to convert its existing Bebe Sport locations into a new retail concept called PH8 in November. The mall-based women's apparel retailer company says the new retailer will sell active street wear and performance products. More than 60 existing Bebe Sport stores in the U.S. and Canada are expected to be converted.

“Bebe Sport was a lot about logos, and logos are not as important to their customers.”
Jeffrey Van Sinderen, an analyst with B. Riley & Co., told Reuters.

While the sport line has been underperforming for the past two years, the company plans to maintain the Bebe Sport trademark and sell some sport line products at its Bebe retail stores.