Steve Birkhold, former chief executive officer at Lacoste North America and Diesel USA, has been named ceo. He takes over the top job from Manny Mashouf, founder, chairman and ceo, who will become non-executive chairman. The 250-door chain said it was looking for a new leader in October.
“We are eager to continue our journey toward becoming a global, omnichannel company,” Mashouf said. “Steve will help us develop and execute strategies to reach that goal by growing our brand, expanding our distribution channels and evolving our customer experience.”
Birkhold became head of Lacoste North America in 2010 and, in addition to his time at Diesel, worked at VF Corp. and May Department Stores Co. earlier in his career.
“I look forward to positioning Bebe for the dynamic changes taking place in our industry — and for the tremendous opportunities that lie ahead for the company,” Birkhold said. “I view my role as helping to keep the brand true to its heritage of style and sensuality, keeping relevant to both existing and potential new consumers….”
Birkhold clearly has his work cut out for him.
Bebe said sales in its fiscal second quarter ended Dec. 29 dropped 11.7 percent to $124.6 million. Comparable-store sales fell 10.5 percent, driven by a 15 percent decline in comp-store traffic.
The retailer said its average inventory per square foot at the end of the quarter was up 27.5 percent versus a year earlier. This increase reflects the shift New Year’s Eve into fiscal January, efforts to elevate the retailer’s product offerings, more spring receipts and initiatives to localize assortments.
Bebe said its second-quarter adjusted loss would fall at or below the lower end of its previous guidance of 1 cent a share.
Shares of the firm fell 5.5 percent to $3.78.
Also on Thursday, Devanlay named Francis Pierrel ceo of its U.S. division to succeed Birkhold. Pierrel was previously ceo of Devanlay France but has extensive knowledge of the U.S. market, having spent eight years as vice president of retail for Diesel USA Inc.
He previously worked at Diesel’s Italian headquarters, having begun his career at Bruce Field and Esprit de Corp. in France, Devanlay said.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)