Bealls, Inc. reported that its 600 Bealls Outlet and Burkes Outlet locations in 23 states are consolidating under one name to become bealls (with a lowercase “b”).
Changing Burkes to bealls was made possible by Bealls, Inc.’s acquisition of the national naming rights to “Bealls” in 2020 from Stage Stores, Inc. The company said it felt that the Outlet name is dated and could lead to misconceptions about the origin and quality of its merchandise.
Bealls, Inc. also operates a retail chain in Florida, commonly referred to as Bealls Department Stores or Bealls. This 68-store chain is becoming “Bealls Florida” to align the storefronts with its e-commerce business at BeallsFlorida.com and the chain’s Live.Life.Local. marketing campaign. It also highlights the company’s interest in differentiating and distancing 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 will reduce confusion in the long term 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,” explained Matt Beall, Bealls Inc. chairman and CEO. “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 will 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 two and a half years.
