Bradenton retailer announces major rebranding of two chains

In a move executives say is partially designed to enhance its competitive advantage over larger department store rivals, Bradenton-based Bealls is undergoing a significant rebrand of its biggest retail chains.

One change, according to a statement, is for Bealls Outlet and Burkes Outlet. That brand, with over 600 locations in 23 states, is uniting to become bealls. This change was made possible, company officials say, with a 2020 acquisition of the national name rights to Bealls 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,” the release states. 

A second change is for a portfolio of 68 stores in Florida commonly referred to as Bealls Department Stores or just Bealls. That segment is becoming Bealls Florida, the company says, to “align the store fronts with the ecommerce business www.BeallsFlorida.com 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.