Bebe ventures into athleisure with footwear line
Bebe Stores, Inc. announced Tuesday that it will launch an athleisure footwear line designed with exclusive licensing partner, ZiGi New York, LLC. The line will debut as “bebe Sport” in Macy’s stores and on the Macy’s website.
“We are thrilled to bring bebe footwear to Macy’s stores nationwide, as we build upon our wholesale offerings and expand the presence of our brand in new, and exciting ways,” said Jim Wiggett, Chief Executive Officer. “We see tremendous wholesale opportunities for bebe in North America, and are delighted to be working with the ZiGi team to continue to develop trendy feminine designs that fit the lifestyle of the bebe woman.”
Bebe Sport will debut with four shoe styles, and the collection will expand to five additional styles and a logo sandal program in October and Spring 2016, respectively.
Bebe is the latest brand to venture into the growing athleisure category. Recently, Abercrombie & Fitch launched a women’s athleisure collection, Kohl’s partnered with actress Shay Mitchell on an athleisure collection, and contemporary brand Ovadia & Sons launched its athleisure collection, OVADIA+, earlier this year. In addition, Canadian athleisure brand Kit and Ace continues to expand, with plans to open 50 stores worldwide by the end of 2015.
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