On April 21, 2017, bebe announced it would close its remaining 168 brick-and-mortar locations to sell products online as web sales.

[4] The company was founded by Iranian-American businessman Manny Mashouf in 1976, where he opened the first bebe store in San Francisco[5] during a time when three categories dominated the women's wear market: junior, bridge and misses.

The plaintiff sought to certify a nationwide class consisting of all people who provided their cell phone numbers to bebe at one of its brick-and-mortar stores and subsequently received text messages from bebe at any point from January 2010 through the present (the Class Period was later certified to begin October 16, 2013, when governing law took effect).

Bebe also has international divisions in Lebanon, Kuwait, Egypt, Israel, Singapore, Indonesia, Malaysia, Mexico, Russia, Saudi Arabia, Thailand, Turkey, and UAE.

[13][14][15] The company launched BebeSport in year 2003 to focus on active lifestyle by means of sportswear, tops, sweaters, outerwear, and accessories.

[23] Photographed by Camilla Åkrans, styled by Julia von Boehm and shot in Beverly Hills, Los Angeles, the bebe spring campaign featured model Anne Marie van Dijk.

The campaign appeared in the February and March issues of Vogue, Elle, Cosmopolitan, and Glamour, as well as on billboards and phone kiosks in New York, Los Angeles, and Las Vegas.

She reported directly to CEO Manny Mashouf and her core responsibilities included oversight of design, marketing, merchandising, Internet sales, production, and retail planning.

On December 15, 2014, bebe announced that Wiggett had been named chief executive officer and appointed to the company's board of directors, effective immediately.