Bebe stores is an American clothing retailer founded in 1976. Iranian-born Manny Mashouf, who emigrated to the United States in the early 1970s, opened the first bebe store in Chicago on Michigan Avenue, part of the Magnificent Mile, during a time when three categories dominated the women's wear market: junior, bridge and missy. He later moved his company to San Francisco. Having discovered a demographic that was neither junior nor bridge, Manny aimed to break the mold by offering this under-represented population of stylish women distinctive and inspirational fashion bearing an unmistakable hint of sensuality. His concept stuck and bebe reaped early success.

bebe designs, develops and produces a distinctive line of contemporary women's apparel and accessories, which it markets under the bebe, bebeSPORT, and 2b bebe brand names.

http://en.wikipedia.org/wiki/Bebe_stores