With many comfortable yet fashionable basics, it looked as if it would last… but apparently, not the case.
Bebe Stores Inc. announced on Tuesday that it plans to end its PH8 experiment and close the format's 48 stores or convert them into the 2b bebe concept stores.
PH8 came from the concept of Bebe Sport, which ended in January 2009. It was renamed and redirected to have more active streetwear feel just over a year ago. Officials decided to scrap the PH8 concept just over a year after it premiered.
Store closings are expected shortly, with all stores expected to be finished by July 2011.
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