Bebe opens lifestyle retail store in New York City

The bebe brand, or simply bebe, has announced the opening of a lifestyle retail store in New York City. The new concept store is an expansion of bebe's retail footprint, and will also bring loyal new and personalized experiences to their shoppers in a modern space.

Located in Midtown Manhattan at 1 West 34th Street, between 5th and 6th Avenues, the store sits adjacent to the Empire State Building and will be open daily from 10 a.m. to 9:00 p.m. The new store also features a bebe sign made of 38,000 Swarovski crystals.

The store features an elevated shopping experience which includes a beauty bar, a personalization bar, a lounge and on-site stylists.

bebe opens new retail store in Midtown Manhattan

"Every area of our elegant, modern store space has been thoughtfully designed to bring shoppers an experience personalized to them at an accessible price, whether they're just hanging out, picking up an outfit for an evening or event, or looking for personalized tailoring, styling and service," said Sandra Campos, co-president of women's apparel, contemporary brands, at Global Brands Group. "We're thrilled to bring our loyal bebe community an exciting, modern shopping environment where they can engage with the bebe brand in a way that is convenient, highly-personalized and fun."

"We are excited about the grand opening of the bebe store and introducing consumers to a new lifestyle concept. bebe is about leading trends in the industry and we have incorporated this concept into the new store by offering the latest fashions, in-store embroidering and beauty services where consumers can leave the store looking fabulous," said Ralph Gindi, COO of Bluestar Alliance, which forged a partnership with bebe stores in 2016 to create new licensees and product extensions for the brand. "It's a fresh perspective to engage our loyal and new consumers of the brand."

Last year, bebe had announced it would be closing all of its stores to focus online. Nevertheless, they have rebounded with this new concept store, which gives consumers more of an experience. As customers, particularly millennial customers, are more focused on experiences rather than just purchasing products, the lounge and beauty bar will appeal to that demographic.

photo: via PR Newswire