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.
Bluestar 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.
