“I’m very excited to work with Steve and the extremely talented team he has assembled to unlock the untapped potential of the bebe brand,” commented Mr. Keegan. “The opportunity is huge for bebe to leverage its core DNA and create a fresh brand expression that will establish us as a leader, a brand that others will want to emulate.”

“Steve has a clear vision for bebe, and I couldn’t resist being a part of crafting that vision. It’s an exciting time for bebe…I can’t wait for the world to see what we do!” continued Mr. Keegan.

Mr. Keegan brings over 20 years of global retail and marketing experience in areas such as: marketing, advertising, brand development, store design and visual merchandising. Previous companies include: Abercrombie and Fitch, Limited and Express and most recently, Mr. Keegan served as Vice President of Marketing, Creative Director of American Eagle and Aerie brand. In that position, he oversaw the marketing teams and the creative development and execution of all aspects of the brand experience.

“Keith has a long and successful track record working for highly visible global retailers and his passion for branding along with his creative vision will help take bebe to a whole new level,” said Mr. Birkhold. I’m thrilled to have him join our team as we strategically focus on creating an innovative brand experience to capitalize on the growth opportunities for bebe.”

About bebe

bebe stores, inc. is a global specialty retailer, which designs, develops and produces a distinctive line of contemporary women’s apparel and accessories under the bebe, BEBE SPORT, bbsp and 2b bebe brand names. bebe currently operates 245 stores, of which 192 are bebe stores, including the on-line store bebe.com, and 53 are 2b bebe stores, including the on-line store 2bstores.com. These stores are located in the United States, U.S. Virgin Islands, Puerto Rico and Canada. bebe also distributes and sells bebe branded product through its licensees in approximately 24 countries.

bebe stores