RETAILER OF THE YEAR: INSIDE BEALLS’ UPSCALE COASTAL LIFESTYLE CONCEPT STORE
Aboriginal in origin, the word “Bunulu” translates to “a place of water.” And what better name for a new Bealls concept store that targets upscale consumers living the coastal lifestyle?
The first few stores are 4,000 square feet in Estero (near Naples), Palm Beach and suburban Jacksonville. The product includes a well curated assortment of men’s and women’s activewear, apparel and accessories from both established brands (Under Armour, Volcom, Hurley, O’Neill, Patagonia, Trina Turk, Columbia, Billabong, etc.) and smaller independent labels. Private label is a likely direction for the future.
According to the merchandising team that orchestrated the Bunulu launch, more than just selling product, they were obsessed with portraying what it means to live on the coast. “We are constantly searching for unique merchandise outside conventional boundaries. We believe the concept can go wherever there is a coastal spirit and attitude. Rather than geography, it’s about how people feel about themselves.”
Asked how big the chain will ultimately become, SVP Matt Beall confides that they’re starting out slow, reacting to business in the current three stores and learning as they go.
These days, it’s a wise strategy indeed!
