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bebe stores, inc. Announces New President of bebe

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bebe stores, inc. (Nasdaq: BEBE) today announced that effective August

9, 2010 Emilia Fabricant is the new President of bebe stores, inc.

Emilia will oversee the bebe division, including its merchandising,

design, planning and allocation, on-line sales, production, marketing

and retail planning and will report directly to Manny Mashouf, Chairman

and Chief Executive Officer. Emilia has over 20 years of women’s apparel

merchandising experience, including filling the following leadership

roles: Senior Vice President, Divisional Merchandise Manager with

Barney’s New York, Chief Executive Officer at Cadeau Maternity and

President and Chief Merchandising Officer at Charlotte Russe.

bebe stores, inc. designs, develops and produces a distinctive line of

contemporary women’s apparel and accessories, which it markets under the

bebe, BEBE SPORT, bbsp, 2b bebe and PH8 brand names. bebe currently

operates 292 stores, of which 213 are bebe stores, 42 are PH8 stores, 36

are 2b bebe stores and 1 is a bebe accessories store. These stores are

located in the United States, U.S. Virgin Islands, Puerto Rico and

Canada. In addition, there is an online store at www.bebe.com.

The statements in this news release and on our recorded message, other

than the historical financial information, contain forward-looking

statements that involve risks and uncertainties that could cause actual

results to differ from anticipated results. Wherever used, the words

“expect,” “plan,” “anticipate,” “believe” and similar expressions

identify forward-looking statements. Any such forward-looking statements

are subject to risks and uncertainties and the company's future results

of operations could differ materially from historical results or current

expectations. Some of these risks include, without limitation,

miscalculation of the demand for our products, effective management of

our growth, decline in comparable store sales performance, ongoing

competitive pressures in the apparel industry, changes in the level of

consumer spending or preferences in apparel, loss of key personnel,

difficulties in manufacturing, disruption of supply, adverse economic

conditions, and/or other factors that may be described in the company's

annual report on Form 10-K and/or other filings with the Securities and

Exchange Commission. Future economic and industry trends that could

potentially impact revenues and profitability are difficult to predict.

bebe stores, inc.

Walter Parks, 415-715-3900


Operating Officer

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