Bealls targets millennials with new store concept

Bealls recently opened a new concept store called Bunulu in an effort to attract younger shoppers. The store's activewear line includes apparel such as yoga pants and bathing suits for both moms and millennials.

The first Bunulu store opened recently in Fort Myers, Florida, and two more will open in Jacksonville and Palm Beach by the end of the year, Tampa Bay Times reported. News of the new retail concept was first announced back in March and referenced other brands such as Lululemon (NASDAQ:LULU) as inspiration for the line.

The brand is for young people and the outdoor enthusiast, where as the traditional shopper at the 100-year-old Bealls chain is older and retired. Beyond apparel, Bunulu sells footwear, sunglasses and coolers.

Bunulu has coastal scenes depicted on the dressing room walls so shoppers can take selfies that look like they are on the beach. The stores will also have a sand bar where shoppers can recharge their electronics.

Bealls joins the growing list of retailers jumping into the athleisure clothing fad. The trend, usually attributed to yoga pant enthusiast Lululemon, is now a big part of retail strategy for stores such as the Gap (NYSE:GPS), now selling athleisure wear under the name Athleta, Foot Locker (NYSE:FL) with a women's yoga apparel brand named SIX:02, and Dick's Sporting Goods (NYSE:DKS) with its recently launched Chelsea Collective stores.

"Shoppers can discover looks that really are a seamless casualization of bringing that idea of performance into your everyday wardrobe. It's that intersection of showing you live an active lifestyle and fashion," Lorna Nagler, president of Bealls, told Tampa Bay Times. "We really have taken that idea and run with it."

For more:
-See this Tampa Bay Times article

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