Bebe has made a three-year licensing agreement with Accessory Network Group to design and manufacture a collection of handbags and small leather goods.
This story first appeared in the January 25, 2010 issue of WWD. Subscribe Today.
Bebe accessories will retail this fall at department stores nationwide and at more than 200 Bebe stores globally, as well as on bebe.com.
“Our handbag business is largely underdeveloped and taking into consideration what this category can grow into, the timing is right to launch a new handbag concept,” said Manny Mashouf, Bebe chairman and chief executive officer.
Bebe’s accessories collection is geared toward a hip consumer and includes items for daytime and evening. The collection incorporates details such as ruching, ruffles, bows and chains in materials including leather, tweed and denim. The line retails from $58 to $120, with specialty groups at around $200.
“There is a niche in the marketplace for sexy, edgy, fashion-forward handbags in contemporary silhouettes,” said Abe Chehebar, president and ceo at Accessory Network Group, which also manufactures accessories for Calvin Klein and Tahari.
Mashouf declined to specify sales projections, stating only that he intends to double Bebe’s current handbag business. Until now, the firm has operated a limited accessories component available only in its stores, not at wholesale.
The accessories launch is one more step the Brisbane, Calif.-based brand has taken in becoming a lifestyle enterprise. Last year, Bebe signed with Inter Parfums to create a fragrance and partnered with Titan Industries on a shoe line.