Belk Inc. (Charlotte, N.C.) launched a 185,000-square-foot flagship at the Dallas Galleria in April, creating a beachhead against other established department store competitors in the region, including Macy’s, Dillard’s, Kohl’s and more upscale retailers like Saks Fifth Avenue.
According to Robert Jordahl, svp, store planning & construction, the company plans to open three to four additional stores in the Dallas-Fort Worth area, marked by an elevated assortment of brands and a fresh, contemporary design. The shoe department alone in the Dallas Galleria store spans 13,000 square feet in the former Saks Fifth Avenue flagship location.
Three years ago, the retailer underwent a rebranding initiative, resulting in a new tagline: “Modern. Southern. Style.” To reflect that new approach, “we’ve changed up the product mix and the stores are trendier, less traditional,” Jordahl says. “And we’re investing more in improvements that will help our overall business,” including a focus on its rapidly growing online channel and automated distribution centers.
“Shoppers want a seamless experience, whether online or in the store,” Jordahl says. “But [the advantage for] fashion retailing is, people still want to come in to the store and shop.”
With 301 stores in its portfolio and $4 billion in 2013 sales, the company is on track to reach $6 billion in revenues within five years, according to a report in Women’s Wear Daily.
It didn’t take long for Belk to make its mark in Dallas. In May it was named “Official Style Destination” of the Dallas Cowboys Cheerleaders, reports the company.