Image courtesy of Bebe via Stylelist
Despite only a year having passed since Bebe announced its plans to open freestanding stores for sub-brand PH8, the company have gone back on themselves by declaring the planned closure of all 48 of the sportswear shops. The move last year to push forward with PH8 shocked many, as Bebe is originally known for its sexy, party aesthetic, and so the "playfully sexy fashion-forward active street wear" seemed an odd move for the brand.
In a press release the company stated that the closures will all have taken place by the first quarter of 2011, with the plan expected to cost the company a mean $17 million charge. By doing so, the brand aims to focus on the profitability of Bebe, as well as growing its discount brand, 2b. Let's hope that 2b does better than PH8.