Previously the favored outpost of suburban kids going to their annual fancy dress circus known as the Prom – and anyone else in search of a tight-tight-tight tee with logos & bling – Bebe has slowly turned its image around to become a viable fashion to high-fashion retailers. Sales have been up commensurately for the last three years (the previous four were marked by consecutive declines). "We don't want to be a junior retailer," CEO Greg Scott recently explained to WWD about the company’s push toward "affordable luxury." Instead of teens, bebe is now going after the same demographic that shops A|X Armani, BCBG, Diesel and Guess: 20- & 30-something fashionistas with lots of cash to spend on looking good. As part of their re-branding, Bebe recently launched Neda by bebe - named for the wife of Manny Mashouf, the chairman and founder of the 30 year old, 248 store chain - featuring $250 - $500 bags (the former being a basic suede and patent leather satchel, while the latter is a rabbit fur bag) and shoes such as red patent leather heels for around the $350 mark. The line is designed to fill the gap between pricey designer & luxury names like Prada and Dolce & Gabbana, and more accessible labels like Charles David and Stuart Weitzman. An inaugural Neda by bebe store recently opened in the Westfield's San Francisco Centre mall. "This is a whole new beginning for Bebe stores," explains Scott from his perch amidst the the pink, white, chrome and black marble-floored affair. Another store is planned for Los Angeles in 2007.

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