(Filed Under wholesale Activewear News). Bebe Stores, Inc. will launch a new retail concept of activewear and active streetwear, titled PH8, which will replace all 62 of its Bebe Sport stores. Although the company is phasing out the Bebe Sport concept, it will maintain the brand's trademark and will continue to sell Bebe Sport apparel at select Bebe stores.
Manny Mashouf, the company's chairman and CEO, called the conversion to PH8 "relevant and timely."
"When the market is flat and economy-conscious consumers are looking for new ideas and innovations," Mashouf remarked. "With the launch of PH8 we will expand into a new category while remaining true to our Bebe brands' core identity offering modern-thinking women a broader spectrum of special and unique clothes to meet the demands of their varied lifestyles."
Tara Poseley, the company's recently appointed president, described the PH8 concept as apparel that is designed for wear in and out of the gym.
"Savvier women are looking for clothes they can wear everyday 'on-the-go', whether to a yoga class, grabbing a coffee with friends or attending school activities with their children-clothes that are fashionably chic, modern and easy to dress up or down," she commented. She described PH8 as "less about logos and more about great design, quality and comfort."
The company has not yet announced when it will begin the replacement.
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