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Bebe designs, develops and produces a distinctive line of contemporary women's apparel and accessories, which it markets under the bebe, 2b bebe and bebe outlet brands. Current Chairman and Founder Manny Mashouf opened the first bebe boutique in 1976 in San Francisco. At that time, three categories dominated the women's wear market: junior, bridge and missy. Having discovered a demographic that was neither junior nor bridge, Manny aimed to break the mold, offering this under represented population of stylish women inspirational, sexy fashion. Over thirty years later, bebe has established itself as one of the top women's retailers having developed the contempory market for the masses, before a true non-junior ever existed. bebe has forever changed the landscape of the women's retail fashion world.