Bealls Inc., the century-old Florida chain of outlet and department stores, is diving into the Millennial market with Bunulu, a concept targeting young people who live a coastal lifestyle.
The first location opened Friday at the Coconut Point Mall in Estero, Florida, carrying a curated selection of men’s and women’s swimwear, activewear and casual clothing as well as footwear and beach essentials in 4,000 square feet of space.
Unlike Bealls’ other stores, which offer steep discounts and carry a wide range of products, prices at Bunulu (meaning “a place of water”) range from $36 to $150, while the offering includes Patagonia, Prana, OluKai, Trina Turk, Costa Del Mar and Under Armour.
“Bunulu was born out of a love for the outdoors. The blending of style with function helped guide our buying choices and we know that the shopper will feel the connection to the coastal lifestyle while shopping at Bunulu,” Lorna Nagler, Bealls Department Store president, said in a statement.
Two more stores will open this year, at St. Johns Town Center in Jacksonville and The Gardens Mall in Palm Beach, followed by another four in 2016. The retailer told the Sun Sentinel that it plans to test the concept within the state before considering a nationwide rollout.