Belk Unveils Rebranding Initiative

The nearly century-old department store chain Belk Inc. is overhauling its brand, hoping to spice up its image. The initiative includes an updated logo, a new tagline (“Modern. Southern. Style.”) and an ad campaign meant to get the word out. The stores will also refresh their assortment—specifically in the denim, jewelry and footwear categories—unveil remodeled floor plans, and add to its merchandising and planning team.

“We are investing in our business in a big way and updating our image,” chairman and CEO Tim Belk told WWD. “Branding will be a big deal. We don’t want to leave any customers behind. We are focusing the message and trying to make a more emotional connection with our customers.” The store has reportedly invested tens of millions of dollars into its makeover, and is focusing on organic growth and productivity for the next two to three years in hopes of grabbing more market share. Visit www.belk.com.