Magazine Article | June 23, 2013

How bebe Fast-Tracked The Omni-Channel Odyssey

Matt Pillar

By Matt Pillar, senior executive editor, Innovative Retail Technologies

July 2013 Integrated Solutions For Retailers

bebe was building cross-channel inventory prioritization algorithms and CRM data visibility before “cross-channel” was cool. In a recent sit-down with CIO Hamid Mashouf, we got some insight into where bebe is headed next.

Hamid Mashouf has served as head of technology at bebe for more than 10 years. During his tenure there, Hamid and his IT teams have replaced and revamped the entire spectrum of the company’s technology assets, from telecom to infrastructure to security. They’ve also upgraded the enterprise applications at bebe from the supply chain to the stores, enabling the business to grow internationally and expand the borders of digital and mobile. Prior to joining bebe, Hamid spent 16 years with Hewlett-Packard and Agilent Technologies in various engineering, management, and strategic scientist roles. Hamid’s experience blends one part entrepreneurial, smallcompany agility with one part large-company process and practicality, a mix that has helped him develop the cross-functional teams necessary to guide bebe through retail’s omni-channel revolution.