Bealls, Florida's 100-Year-Old Retailer, to Launch Yuppie Brand

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Happy birthday Bealls! The Florida-born retail destination for affordably-priced clothing, accessories and home wear turns 100 years old this year, and to celebrate, they're launching a new brand geared towards young professionals. According to an article first published in the Herald Tribune, Bealls seem to be swimming in a sea of brands drowning in traditional retail structures, especially in its home state.

"They continue to do well because they've kept a regional focus, where their assortments speak typically to a Florida or coastal customer," says Steve Kirn, executive director of the David F. Miller Retailing Education and Research Center at the University of Florida. "It's much harder to do that when you're a bigger department store, like Macy's, and you have to have the same merchandise in every store across the country."

Bealls's strategy puts an emphasis in keeping merchandise regionally relatable, focusing on brands and products that focus on the Florida lifestyle, for locals and tourists. According to the article, Bealls has even collaborated with local Floridian artists to create apparel collections.

Next on Bealls' agenda is a new store concept called "Bunulu," which will sell activewear and brands aimed at a younger demographic, but will have a slightly higher price point. The first store should open by the end of the year. In Miami, possibly? We'll get the scoop.
· What's in Store When Bealls Stores Turn 100? [Sarasota Herald Tribune]