February 20, 2008, 12:00 AM

Bebe uses the web to make a fashion and financial statement

Bebe recently upgraded bebe.com with better navigation, improved rich media applications and new merchandise. As a result, web sales rose by 23% in the second quarter.

Bill Briggs

Senior Editor

Fashion retailer bebe stores inc. continues to grow its e-commerce channel.

Though the company, No. 273 in the Internet Retailer Top 500 Guide, doesn’t break out specific web-related numbers, bebe.com grew by 23% in the second quarter, CEO Greg Scott told Wall Street analysts on a recent earnings call. “Bebe.com sales increased, driven by a 21% increase in traffic and improved conversion,” he told analysts.

Each month bebe.com logs about 1.9 million visits and 809,000 unique visitors, according to comScore Networks Inc.

Web sales are growing as a result of several new enhancements to bebe.com, Scott said. The company recently upgraded the site with improved navigation and more rich media applications, which enable shoppers to see larger images at multiple angles. Bebe.com is also launching new lines of swim and lingerie products and, for the first time, fulfilling web orders in Canada.

“Bebe.com continues to prove to be an important channel to test new products, engage with our clients, and enhance the communication of our brand, merchandise and marketing strategies,” Scott told analysts.

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