Belk Launches New Corporate Identity

CHARLOTTE, N.C.-With a new tagline "Modern. Southern. Style." along with a new corporate logo and color palette, Belk looks to update its corporate identity to better reflect its restated mission statement, "to satisfy the modern Southern lifestyle like no one else, so that our customers get the fashion they desire and the value they deserve."

With its 125th anniversary less than three years away, Belk began its re-branding process a year ago, and is the first time the company has done so since 1967.

"Our new brand clearly communicates what our company is today and what we aspire to be in the future," said Tim Belk, chairman and chief executive officer. "We want to reflect our increased focus on meeting the fashion needs of our modern customers. While we will continue to meet the needs of our traditional and classic customers, we are changing our brand and expanding our assortments to attract new customers who are looking for modern, updated brands and styles."

Belk plans to spend $70 million over the next 18 months on corporate branding and marketing, including $25 million for the installation of new logo signs in its 305 stores over the next year. Customers will start to see the new logo and identity elements in store displays and signage and newly designed charge cards will be issued. Starting this month the company will also launch television and print advertising, circulars, direct mail and social media to introduce the new identity.

"Much has changed in the South since our last branding initiative 43 years ago, and so has our company," said Johnny Belk, president and chief operating officer. "We felt the time was right to expand our profile and realign our corporate image to better reflect the kind of stores we operate today. Re-branding happens only once in a generation, and our recent strong financial performance and balance sheet have enabled us to make significant investments in the company to position Belk for long term growth and success."

HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.

Videos

  • Von Tobel Cites Brass Textures Among Top Trends

    Camera Icon   More Videos

Subscribe to
HFN Omnichannel
Receive the news you need to know about the trends in the industry delivered right to your inbox.

Current Issue

  • HFN cover for September 2017

    HFN's DIGITAL EDITION

    September 2017


    COVER STORY:

    2017 State of the Industry Report
    Cautious Optimism, Mixed Results

    Many expected 2016 would be a banner year, but the political and economic climate softened consumer confidence. It was also a year consumers spent more lavishly on home remodeling rather than decorating.


    ALSO IN THIS ISSUE:

    •  TJX Unveils First U.S. Homesense Store - In a time when retailers are reducing store counts, TJX continues to get physical.
    •   Ikea’s Fluid Spaces - The retailer’s new intros reflect multifunctional rooms.
    •  N.Y. Home Fashions Market Preview - Textile textures get soft and cozy, colors warmer.