Belk bets $40M on brick-and-mortar

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Belk bets $40M on brick-and-mortar

By Gina Acosta - 07/27/2017

Belk is spending nearly $40 million to enhance the shopping experience for customers at its physical stores.

The beauty, apparel and home goods retailer says it is working on initiatives that will allow customers to buy online and pick up in store as well as offer phone charging stations. The retailer also plans to move the customer service desk to near the store entrance.

Belk also plans to open three stores during the next six months.

"We really want to be an asset to the communities in which we operate," said Lisa Harper, Belk CEO. "Our goal – and really, our hope – is to build lasting relationships with our customers and associates."

The first of the new stores opening on Oct. 11, 2017 are:

  • Evans, Georgia – located in the Mullins Colony shopping center at 4263 Washington Rd, Evans, Georgia 30809; and
  • Bowling Green, Kentucky – anchoring the Greenwood Mall at 2625 Scottsville Rd, Bowling Green, Kentucky 42104.

One additional store will open in 2018 in:

  • Hagerstown, Maryland – located in the Valley Mall at 17301 Valley Mall Rd, Hagerstown, Maryland 21740.

In 2017, Belk also plans to remodel 12 existing stores across their 16-state footprint, an investment of nearly $10 million. An additional $15 million in funding will be used for capital improvements such as parking lots, paint and roofing.

Like all of the existing 292 Belk stores, the new locations and remodeled stores will offer a full range of beauty brands and private label fashion apparel – including Crown and Ivy, Kaari Blue, and New Directions – shoes and accessories for the entire family along with top name cosmetics, a wedding registry and a large selection of quality merchandise for the home.

"We've been successful in making a personal connection between our brand and our customers," said Harper. "Our customers truly believe they know us and we are a part of their community; and they feel Belk is their store. We want to provide that level of personal connection in every community we enter."