Bebe was established in 1976, founded by Manny Mashouf, who emigrated from Iran to the United States in the early 1970s, where he opened the first Bebe store in San Francisco during a time when three categories dominated the women's wear market: junior, bridge and misses. The first Bebe store was opened in San Francisco in 1976. The brand developed and produced a line of contemporary women's apparel and accessories, which it marketed under the Bebe, BebeSport, and 2b Bebe monikers.

BebeSport: The Company launched BebeSport in fiscal year 2003 to focus on active lifestyle via sportswear, tops, sweaters, outerwear, and accessories. In 2009, BebeSport stores were converted to PH8 with BebeSport product now sold in Bebe and 2b Bebe stores.

PH8: The Company converted BebeSport stores to PH8 stores stores in November 2009. PH8 offers casual weekend apparel, work-out attire and accessories such as bags, shoes and various seasonal items.

2b Bebe: Bebe's outlet division provides clearance merchandise, Bebe logo merchandise and special cuts produced under the 2b Bebe label exclusively for the outlet stores. As of 2012, Bebe has currently launched a bridal wear line available in select stores throughout United Sates. However, additional bridal salons are currently under consideration for future development. The bridal wear line debuted with a collection designed by Project Runway runner up Rami Kashou.

The company currently operates 312 stores, of which 215 are Bebe stores, 32 are 2b Bebe stores, 64 are BebeSport stores (this includes bebe/bebeSport 2-in-1 stores) and one is a Bebe accessories store.