Bealls opens new concept stores in Florida

Bealls has signed leases to launch four new concept stores in Florida, all set to open in time for the holidays. Bunulu, as the new stores are being called, will open its first location in Estero, which is nestled between Naples and Fort Myers, at Coconut Point mall in August.

News of the new retail concept was first announced back in March and referenced other brands such as Lululemon (NASDAQ:LULU) as inspiration for a line that aims to create a difference in the active and casual wear markets.

The second location to open will be in St. John's Town Center in Jacksonville, Florida. Lorna Nagler, president of Bealls, said that Jacksonville was chosen as one of the early openings so that the company could test the concept in different parts of the state, Jacksonville's The Daily Record reported. The concept will feature accessories and clothing for those into the coastal lifestyle.

Nagler did not reveal where the other two retail spaces will be located, but the team is looking for locations with high traffic counts and high-income consumers. The target customer is age 35 or older, living the coastal lifestyle.

Eventually the store may create its own clothing brand, but is not there yet. The stores will be painted in colors such as ocean beach, dune white, green wage, Largo teal and indigo. Decor will be made with reclaimed, weathered wood and beech wood.

An average store space will be around 4,000 sq. ft., smaller than other outdoor and recreation retailers, in order to maintain a boutique feel. However, prices will be higher than those at Bealls and the outlets.

For more:
-See this The Daily Record article

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