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Belk-ing Up

Department store retailer is spending $30 million on enlarging and improving its SouthPark mall stor

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Belk Inc. (Charlotte, N.C.) will unveil its newly designed and expanded women's shoe department at the SouthPark mall in Charlotte later this month. It is the first part of a $30 million renovation on the store, to be completed by fall 2002. Belk is revamping every department, expanding the store by 40,000 square feet and adding an Aveda-concept Carmen!Carmen! Prestige Salon e Spa.

Though the company denies the strategy, speculation is that the improvements are in anticipation of Nordstrom's and Saks Fifth Avenue's arrivals at the mall in 2003.

The most significant reallocation of space will be in women's apparel. “Shoppers said they want more colors and selection,” said Steve Pernotto, senior vp of Belk Stores Services Inc. And although customers may not have asked for higher ceilings, fewer walls between departments or new flooring, they'll get those too.

The SouthPark mall store is the department store chain's flagship. Belk renovates 15 to 20 of its 210 stores a year, and officials anticipate the Charlotte project could raise the overall profile of SouthPark mall, which competes locally with Carolina Place and Concord Mills malls.

Work has already begun on the second and third floors, while the first and fourth floors will be renovated last. Some departments, such as men's sportswear and juniors, have been shuffled around to accommodate the renovations. Following the opening of women's shoes in mid-July, the salon is to re-open as Carmen!Carmen! in October or November. Pernotto anticipates 95 percent of the second and third floor renovations will be completed this year, including a new addition to menswear.

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