Founder Manny Mashouf rejoins Bebe

Bebe Stores Inc. just gained back its founder. Manny Mashouf rejoined the fashion chain recently in an effort to help restructure the company’s business plan.

Upon rejoining the company, Mashouf announced a new strategy for Bebe Stores. The announcement included a 14.6 percent job cut in the brand’s designs, merchandising and production division. The reason for this is to alter some of the company’s headquarters’ management team. The cuts are meant to help the company and lead BeBe back to profitability. “We recognize that the overall macro environment has not been favorable to retailers in general, which is why we are taking steps that we believe are necessary to position the business for long-term success,” he told Apparel News.

The San Francisco-based company announced earlier last year that it would be cutting over 50 jobs to help re-focus the brand. The cuts were due to help implement a workforce reorganization so that the brand can focus more on what is making the company profitable. The cuts were first initiated by Jim Wiggett, who was serving as chief executive officer of the company at the time. Although Wiggett has now left the company, Mashouf has continued executing the company’s management restructure in order to benefit the Bebe brand. The cuts will primarily affect the brand’s design, merchandising and production division.