When BCBG and Guggenheim acquired the company earlier this year,it was called G+G Retail. The stores, under the names Rave, RaveGirl and G+G, are mainly mall based. BCBG executives say they planto rebrand all of the units under the Max Rave name by the end ofthe year.

For its original stake in Max Rave, Vernon, CA-based BCBG andGuggenheim beat out teen-apparel retailer Wet Seal, which hadoffered $15.2 million for the assets. BCBG won the bid by offeringto pay that price as well as $22 million to creditors owed by theretailer. According to court documents, BCBG offered to alsoprovide more than $20 million of fresh inventory, and rehire morethan half of the retailer's terminated employees.

Created in 1989, BCBG Max Azria was named for the Parisianphrase "bon chic, bon genre," meaning "good style, good attitude."The BCBG Max Azria Group has 15 brands including BCBG Max Azria,Max Azria Collection, Max Azria Atelier, BCBGirls, BCBG//Attitude,To The Max, Herve Leger Paris, Herve Leger Couture, Parallel, Maxand Cleo, Noun, Maxime, Dorothee Bis, Don Algodon and AlainManoukian, and a retail and wholesale network that includes morethan 5,200 points of sale throughout the world.