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Rediscovering Fashion Groove Revived Bebe.(THE SMART INVESTOR)(WINNING WAYS)

Investor's Business Daily

| October 03, 2005 | COPYRIGHT 2005 Investor's Business Daily, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Byline: KEN HOOVER

Bebe Stores was a winner during 1998 and 1999, running up 166% in just 12 weeks. Then it ran into trouble. Earnings declined and the stock fell to single digits before it could engineer a turnaround.

The purveyor of fashionable clothes for the career woman couldn't find a fashion trend it could hang its hat on, said analysts.

It had inventory problems. It had trouble getting the right merchandise to stores in the right volume at the right time.

It grew substantially after its debut as a new issue in 1998. As an IPO it had 86 stores. By 2004, there were 176 Bebe stores and 26 Bebe Sport stores.

The Brisbane, Calif., company finally got into the fashion groove, finding clothing that appealed to the older end of its customer base -- ages 25-35.

In February 2004, Greg Scott returned to the firm as CEO. He'd been credited with boosting performance as vice president of merchandising between 1996 and 2000.

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