Steve Birkhold, former chief executive officer at Lacoste North America and Diesel USA, has been named CEO of Bebe. He is taking over for founder, chairman and CEO Manny Mahouf, who will now be executive chairman.
"We are eager to continue our journey toward becoming a global, omni-channel company," Mashouf said. "Steve will help us develop and execute strategies to reach that goal by growing our brand, expanding our distribution channels, and evolving our customer experience."
Birkhold was head of Lacoste North America in 2010, and in addition to his time at Diesel he worked at VF Corp. and May Department Store Co.
"I look forward to positioning bebe for the dynamic changes taking place in our industry-and for the tremendous opportunities that lie ahead for the company," Birkhold said. "I view my role as helping to keep the brand true to its heritage of style and sensuality, keeping relevant to both existing and potential new consumers...."