The Bebe store description shifted from physical retail to an online-only model in 2017 after closing all brick-and-mortar locations due to declining sales and competition, transitioning to a licensing strategy managed by Bluestar Alliance for its brand, though Centric Brands later filed for bankruptcy, impacting the brand's e-commerce operations before ownership changes and continued brand presence through licensing. Bebe was known for its sexy, clubwear, and celebrity-endorsed styles, but struggled to adapt to online fast-fashion trends, leading to its physical store closures and focus on e-commerce and licensing.

Key Changes & Timeline

2010s Decline: The brand faced falling sales and increased competition from online retailers.

2016-2017 Shift: Bebe partnered with Bluestar Alliance, contributing its brand IP, and began closing all physical stores, liquidating inventory to focus on e-commerce and licensing.

2017 Closure: All US stores closed by May 2017, with the company becoming an online-only retailer.

2018-2020 Licensing: Bluestar Alliance managed the licensing, with a new lifestyle concept store opening in NYC, but Centric Brands (a licensee) filed for bankruptcy in 2020, affecting the brand.

Post-2020: The brand continued under various licensing agreements, focusing on online sales and international markets.