Look again

Bealls Inc. executive Lorna Nagler received looks from quizzical to doubtful when she recently took a revamped image of the Bradenton-based retailer on a trip to New York City.

After all, the chain's 74 department stores, from Tallahassee to Naples to Jacksonville, are known to cater to an older customer. That's traditionally someone who fits snugly into the Sunshine State's stereotypical retiree mold.

Nagler, though, now delivers a new message to industry buyers, competitors and customers. It's one that Bealls, which also operates a separate outlet store unit with 460 locations in 17 states, can be more than a shop around the corner for seniors. Brands the department stores now carry, for example, include shoes designed by guitar rocker Carlos Santana; urban fashion line Baby Phat; and clothes from pop star Jessica Simpson. The tagline is “Take a Brand New Look.”