Bradenton, Fla. — Bealls, Inc. plans a significant rebranding of two of its largest retail chains. The company’s 600 Bealls Outlet and Burkes Outlet locations in 23 states are uniting to become “bealls”. Changing Burkes to bealls was made possible by the Bealls Inc. acquisition of the national name rights to “Bealls” in 2020 from Stage Stores Inc. The company feels that the Outlet name is dated and can lead to misconceptions about the origin and quality of their merchandise.
Bealls, Inc. also operates a retail chain that exists only in the state of Florida and is commonly referred to as Bealls Department Stores or just Bealls. This 68-store chain is becoming “Bealls Florida” to align the storefronts with the e-commerce business and the chain’s Live.Life.Local. marketing campaign. It also highlights the company’s desire to differentiate and distance itself from the traditional department store model.
“We are very excited about the changes to our two largest store chains, bealls and Bealls Florida! Uniting Burkes Outlet and Bealls Outlet as bealls is very appealing and in the long term will reduce confusion while increasing brand awareness. We feel that it elevates the perception of our stores to match the quality of merchandise that exists in our stores today,” explains Matt Beall, chairman and CEO of Bealls Inc. “We are equally excited about our update to the Bealls Florida chain to align with our website. These changes will allow us to achieve our limitless potential as we continue to compete directly with larger public corporations like TJ Maxx, Marshalls and Kohl’s.”
All stores are scheduled to see their signs change and complete the rebranding by the end of 2023. At a time when many retailers have struggled, Bealls Inc. has experienced steady growth, adding over 150 store locations in the past 2.5 years.
Headquartered in Bradenton, Fla., since 1915, Bealls Inc. is a privately held company that has been owned and operated by the founding family for over 100 years. The company operates more than 600 retail stores in 23 states under the names bealls, Bealls Florida, Home Centric and Rugged Earth Outfitters. For more information, visit http://www.beallsinc.com.
SOURCE: Bealls, Inc.