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.
"We are very excited about the changes to our two largest store chains, bealls and Bealls Florida,” Bealls Inc. Chair and CEO Matt Beall says in the release. “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.
“We are equally excited about our update to the Bealls Florida chain to align with our website,” he adds. “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.
Founded in 1915, Bealls Inc. has added over 150 store locations in the past two and a half years. The company, owned and operated by the founding family for over 100 years, operates more than 600 retail stores in 23 states under the names bealls, Bealls Florida, Home Centric and Rugged Earth Outfitters and online at two websites. It had $1.47 billion in revenue in 2021.