bebe® brand To Relaunch E-commerce Platform And International Operations Under Global Brands Group's New Strategic Direction

The announcement represents the first initiative under Global Brands' direction of bebe's e-commerce platform, direct-to-consumer divisions and international operations. The Company has also appointed designer Nathan Jenden as Creative Director to lead this effort. Mr. Jenden is well known for his eponymous collections, as well as his time as Creative Director at Diane von Furstenberg.

"bebe is an iconic fashion brand with a loyal, global following," said 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 relaunch a new e-commerce platform that best reflects who our global customer is and how she shops. We are very excited to welcome Nathan on board, as he's a strong and proven design talent, with a remarkable pulse on keeping up with today's consumer. He understands who she is, where she's going, and how she wants to be reached. And we are confident that he is uniquely positioned to best lead the creative vision of the bebe brand."

Mr. Jenden joins Global Brands Group's bebe division after spending over a decade working with fashion icon Diane Von Furstenburg, and then catering to a prominent client list that counted music mogul and mega star, Madonna. He launched his own label during New York Fashion Week 2005, and by his third collection, he had Philip Treacy on board for the headpieces, and Christian Louboutin doing the heels – an impactful collaboration, which got him noticed by WWD and the International Herald Tribune. Mr. Jenden studied at Central Saint Martins and the Royal College of Art, and made his foray into the fashion world as an apprentice to John Galliano.

"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," said Nathan Jenden. "I believe passionately in the brand's diverse consumer who adores seductive, decorated and feminine clothes through her life twenty-four seven, and our vision is to target her complete lifestyle from clothes to accessories and beyond. We are looking at what a woman wants now, how she shops, and what she needs, and we'll seek rich and engaging conversations with our customers to ensure we are part of their integral global community."

Joseph Gabbay, Chief Executive Officer of Bluestar Alliance LLC, which forged a partnership with bebe stores, inc (Nasdaq: BEBE) in 2016 to create new licensees and product extensions for the brand, commented, "As we continue to build out the wholesale and department store distribution for the bebe brand, it was a natural transition for Global Brands Group to take over the bebe e-commerce platform. Global Brands Group has been a strategic licensee and can now seamlessly synergize the international distribution, e-commerce platform and wholesale business. Our efforts will concentrate on an omni-channel distribution approach to service and expand the bebe customer, both domestically and internationally." Bluestar Alliance LLC will continue managing the brand with the existing partnership remaining intact.

Ralph Gindi, COO of Bluestar Alliance LLC, also commented, "A robust marketing initiative is set to be shared for the upcoming Fall 2017 season. Since our acquisition less than a year ago, we have introduced two major advertising campaigns. First featuring globally recognized model Irina Shayk, shot on the islands of Greece, followed by the more recent and active campaign featuring model Hailey Clauson. The latter campaign was shot by Luigi & Iango and can been seen today in outlets such as Vogue, Elle & InStyle amongst others. During festival season bebe activated with the campaign #bebefest. Through top funnel marketing, our omni channel approach & efforts yielded 18 Million impressions and new streams of revenue via customer acquisition. As we continue forward our integrated marketing activities in all aspects (print, social media, press & brand marketing) will speak directly to the loyal bebe customer and showcase its DNA, season after season."

About Global Brands Group Holding Limited

Global Brands Group Holding Limited (SEHK Stock Code: 787) is one of the world's leading branded apparel, footwear and fashion accessories companies. The Group designs, develops, markets and sells products under a diverse array of owned and licensed brands and a wide range of product categories.

Global Brands' innovative design capabilities, strong brand management focus, and strategic vision enable it to create new opportunities, product categories and market expansion for brands on a global scale. In addition, the Group is the global leader in the brand management business through its joint venture, CAA-GBG Brand Management Group. For more information, please visit the corporate website: www.globalbrandsgroup.com.

About bebe^® brand

Unique, sophisticated and timelessly sexy, bebe emerged as the first contemporary fashion destination in 1976. Today, bebe continues to define next-generation chic while staying true to its assertive, provocative origins. Inspired by Shakespeare's immortal words "To be, or not to be," the brand is, at its essence, about living, standing out and truly existing.

About Bluestar Alliance LLC

Founded by Joseph Gabbay and Ralph Gindi in 2006. Bluestar Alliance owns, manages, and markets a portfolio of consumer brands that span across many tiers of distribution from luxury to mass market with a heavy emphasis on department store retail brands. Brands within the portfolio include Bebe, Kensie, Catherine Malandrino, Nanette Lepore, Joan Vass, Michael Bastian, English Laundry and Limited Too.

The firm's investment mandate is to identify and purchase consumer brand companies where it can leverage the brand equity and expand its current categories to a broader consumer base. To facilitate the overall strategy Bluestar Alliance relies on their branding/marketing knowledge, extensive relationships with retail management, strategic partnerships and brand licensing manufacturing entities. Each brand is uniquely positioned maintaining the brand heritage and equity, considering new categories and current tiers of distribution.

Bluestar Alliance's current network of international and domestic partners offers the opportunity to take a niche brand to a visible worldwide lifestyle brand. Since its inception, Bluestar Alliance has acquired select brands with current retail sales exceeding $2 billion. The current portfolio of brands manages over 200 licensees who distribute product throughout North America, Europe, Australia, South America, Asia, Middle East and India.

SOURCE bebe brand