bebe Opens its First Lifestyle Retail Store in New York City

by Katie Lee

New York City — The bebe® brand has opened its first lifestyle retail store in New York City, nearly a year after announcing it would close all brick-and-mortar stores. Located in the heart of Manhattan at 1 West 34th St., between 5th and 6th Avenues, the store sits adjacent to the Empire State Building. The new store also features bold bebe signage made of 38,000 Swarovski crystals.

The new concept store features:

  • A Beauty Bar through a partnership with beGlammed, a leading on-demand beauty service, enabling shoppers to have their hair and makeup done on-site.
  • A Personalization Bar giving shoppers an opportunity to customize every item, from jeans to jackets, using Swarovski crystals, patches and embroidery.
  • A Lounge where Bebe will host interactive discussions and engaging educational events with top influencers and fashion industry insiders. On weekends, a live DJ will spin the hottest tracks and remixes from around the globe.
  • On-site stylists help shoppers define their personal style and wardrobe. Shoppers can even order from the website using the in-store iPads.

“Every area of our elegant, modern store space has been thoughtfully designed to bring shoppers an experience personalized to them at an accessible price, whether they’re just hanging out, picking up an outfit for an evening or event, or looking for personalized tailoring, styling and service,” says Sandra Campos, co-president of Women’s Apparel, Contemporary Brands, at Global Brands Group. “We’re thrilled to bring our loyal bebe community an exciting, modern shopping environment where they can engage with the bebe brand in a way that is convenient, highly-personalized and fun.”

Global Brands Group Holding Limited is one of the world’s leading branded apparel, footwear and fashion accessories companies. For more information, visit Bluestar Alliance forged a partnership with bebe stores in 2016 to create new licensees and product extensions for the brand.

Unique, sophisticated and timelessly sexy, bebe emerged as the first contemporary fashion destination in 1976. For more information, visit

SOURCE: bebe brand

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