Bealls launches new retail brand

Bealls announced that the company's Bunulu brand will soon be a permanent fixture as the 100-year-old enterprise plans to open three to five brick-and-mortar Bunulu stores this fall.

Run by CEO Steve Knopik, Bunulu targets affluent customers living a coastal lifestyle, reported

"Bunulu is an Aboriginie name that means a place of water," Bealls President Lorna Nagler told "Our tagline for our store is land, water and style."

The store will also carry activewear and casual clothing. Nagler referenced other brands such as Lululemon (NASDAQ:LULU) as inspirations for a line that creates a difference in the active and casual wear markets.

Bealls, which owns department and outlet stores in Florida, Georgia and Arizona, has wanted a new concept for 10 years and Nagler had the background to help: she was previously president and CEO of Christopher & Banks, president of Lane Bryant and Catherines' Stores, and also worked in management at Kmart and Kids R Us.

The company has already launched an e-commerce site,

The physical stores will contain natural wood panel and shelving and white ceiling beams. Shoppers won't find any aisle clothing racks. Instead, folding tables and wall racks will fill the space. All employees will be equipped with mobile devices for checkout.

Stores will carry both men's and women's wear, plus footwear and accessories.

The demand for activewear is growing in the United States, and several retailers are responding in the market. For example, last year JCPenney (NYSE:JCP) announced that it would expand its private JF J. Ferrar men's label to incorporate sportswear and attract younger, millennial shoppers.

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