By  on August 12, 2013

Bebe is amping up its sex appeal — but knows where to draw the line.

That’s according to Steve Birkhold, Bebe Store Inc.’s chief executive officer, who likes to reference his company’s $10 million campaign that kicks off this Wednesday by saying, “For the Bebe girl, nine-to-five means 9 p.m. to 5 a.m.”

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