bebe To Enter Greater China With Up to 150 New Shops

by Katie Lee

Brisbane, Calif. — bebe stores, inc. has signed a 5-year exclusive license with Longgoal LLC, a Shanghai-based agency of international high-end brands, to open between 60 and 150 bebe points of distribution in Greater China, Hong Kong, Macau and Taiwan. The first boutique is expected to open in summer 2016.

“As we continue to expand our international footprint, our entrance into Greater China is a significant opportunity to accelerate that growth and reinforce bebe as a global lifestyle brand for women. We look forward to working closely with the Longgoal team, who have a proven track record of success and operational experience in introducing high profile retail brands to this key market,” says Jim Wiggett, chief executive officer of bebe stores, inc.

As a part of the agreement, Longgoal will open a minimum of 60 points of sale in mainland China, including freestanding boutiques and bebe shop-in-shops and identify third-party retailers in certain provinces of China to sublicense the brand for retail operations. Longgoal is currently identifying potential locations in Shanghai and Beijing, including flagship boutiques. After the 5-year exclusive term, Longgoal retains an option for an additional 10-year partnership with bebe based on performance.

bebe complements Longgoal’s current portfolio of retail brands, including GANT, the original American Sportswear brand launched in China nearly a decade ago, and Thomas Pink, the luxury British shirt brand under the LVMH Group.

bebe stores, inc. is a global specialty retailer that currently operates 164 bebe retail stores, the online store,, and 36 bebe outlet stores. These stores are located in the United States, Puerto Rico and Canada. bebe also distributes and sells bebe branded product in approximately 100 doors through its licensees in more than 20 countries.

SOURCE: bebe stores, inc.

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