Home Apparel Bebe enters into joint venture with Bluestar Alliance

Bebe enters into joint venture with Bluestar Alliance

bebe enters into joint venture with bluestar alliance

Bebe, a US-based women’s apparel and accessories brand, recently announced that it has entered into a joint venture with Bluestar Alliance, a brand management company, to drive execution of the global licensing model. Bebe has contributed its trademarks and related intellectual property to a newly formed joint venture and has received over 50 per cent of the joint venture. Bluestar has contributed the $35 million to the newly formed joint venture that was paid to Bebe and has received under 50 per cent of the joint venture.

bebe enters into joint venture with bluestar allianceBluestar will develop a wholesale domestic and international lifestyle licensing business for the joint venture and will manage its day-to-day operations. “The strategic decision to aggressively pursue a licensing strategy allows us to capitalise on the value of our brand in all categories and channels on a global scale. We have seen significant demand from prospective licensees and expect to generate long-term, committed royalties, “said Manny Mashouf, founder, chairman of the board and CEO, Bebe.