US-based bridge fashion brand Bebe debuts its new international in-store design concept at The Dubai Mall. Showcasing the brand’s revamped new look for the very first time; the label also marks the occasion as the commencement of its latest venture that provides the product offering on an elevated pedestal to enhance the customer experience.
Richard Pierson, New York-based senior vice president of Bebe’s international operations, was pleased with the outcome of the redesigned. “The new design elevates the product offering and the in-store ambience that enhances the customer experience.”
The Dubai Mall store was chosen as the first regional outlet for design as the brand perceives it as an important location. “Besides the location, it is Bebe’s number one store globally in all aspects and plays a strategic part in showcasing the brand to the world travellers who visit or transit through Dubai,” says Pierson.
“Three more stores, including Mall of the Emirates and Yas Mall, are scheduled for the makeover over the next two years. The whole redesign plan was drawn up two years ago when the new management team came on board and has worked very well across the US. The success is reflected in the sales figures of these stores,” Pierson adds.
The new store design is attributed Bebe architect Scott McGraw, who is based out of Los Angeles. Boasting an elegant mix of Italian fixtures and midcentury silhouettes that intricately heighten the mood within the store, the brand is presented on a new pedestal of style to its customers. Furthermore, Venetian mirrors and glass scones lend an old world European flare to the store, while velvet post-war seating and geometric track lighting infuse the vigour of modern-day energy.
Antara Mall in Mexico will be the next location to boast Bebe’s fresh new look within the next week, which will be followed by Vivocity Singapore.
Bebe currently operates 165 Bebe retail stores, the on-line store Bebe.com and 36 Bebe outlet stores. These stores are located in the US, Virgin Islands, Puerto Rico and Canada. Bebe also distributes and sells Bebe branded products in approximately 100 outlets through its licensees in more than 20 countries.
The brand has completed seven years in the UAE and currently has stores in The Dubai Mall, Mall of the Emirates, Dubai Marina Mall, City Centre Deira, Al Ghurair City, City Centre Mirdif and Abu Dhabi’s Yas Mall, Marina Mall and World Trade Centre Mall.