Bealls launching Bunulu with Florida customer in mind

BRADENTON -- Bealls CEO Steve Knopik is betting that the Bradenton retailer's latest experiment called Bunulu will become a permanent fixture for the 100-year-old company.

"We're certainly moving forward as if it's going to be a permanent concept," Knopik said. "We wouldn't try something just to say it was a test."

Pronounced Boo-new-lou, Bealls is targeting the affluent customer living the coastal lifestyle by opening its first three to five stores this fall.

"Bunulu is an Aboriginie name that means a place of water," said Bealls Department Stores President Lorna Nagler, who is heading up the launch. "Our tagline for our store is Land, Water and Style."

The stores will carry ac

tive and casual clothes made to be worn beachside, in the Gulf of Mexico waters or out on the town. It's a mix of Lululemon and Athleta with a Bealls twist.

"My lens was on where are those brands that are creating a difference in the market -- and Lululemon was certainly one of those we thought -- about dressing for casual and active lifestyle," Nagler said.

Bealls has wanted a new concept store for the last decade and, with Nagler's help, the company solidified its vision for Bunulu, which it hopes will one day be a successful standalone division. Nagler's background in merchandising and discussion about apparel and goods for people who want to be near the water helped shaped the vision, Knopik said. Nagler previously served as president and CEO of Christopher & Banks, president of Lane Bryant and sister company Catherines' Stores, as well as management roles at Kmart and Kids R Us.

Bealls chairman R.M. "Bob" Beall II didn't hesitate in giving the green light for a new store without the Bealls name.

"I think it was exciting, and I think it was appropriate," Beall said. "I think the connotation of Bealls is the middle range of retailing. This is not aimed at that customer, or not directly aimed. It needs to have a new identity, a different identity."

Retail stores through the last 10 years have seen more growth in both the low-end and luxury markets. Having the low-end market covered with Bealls Outlets and middle with Bealls Department Stores, Bunulu would target those will a little more spending money.

"There's a lot more discretionary income at that level," Beall said. "If we can evolve into something that's different, that's unique, that's fashion-forward, casual, Florida-oriented. I think we have a good opportunity."

Bunulu will be a step above what Bealls offers with brand names only at first -- mainly because it was a monumental task to start a new clothing line and a new store at the same time.

"Today it will be all brand names. I think you will find some predictable ones as well as some up-and-coming brands that will be part of the mix," Nagler said.

Store features

The company has already launched its website at bunulu.com and a Facebook page offering a sneak peek.

Natural wood panel floors and shelving will be a major component of the store along with white ceiling beams. Aisle clothing racks are ditched in favor of folding tables and wall racks with accessories taking up most of the sales floor in the middle. Customers will pay for merchandise by finding employees equipped with a mobile device instead of going to a register.

Stores will carry clothing for both men and women, footwear and accessories like a Yeti cooler, GoPro camera and trendy watches, Nagler said.

The stores will be arranged where merchandise is organized by theme or lifestyle -- maybe an assembly of products for a beach weekend or hitting the trails.

"I think brick and mortar have to work even harder to surprise and delight their customers to come into their stores, because otherwise they can sit at home and buy off the Internet," Nagler said. "I think you're going to see it more boutiqued and pulled together. I think you'll see the store change almost every day."

Attracting a younger audience at Bunulu and making it part of the lexicon for a lifestyle is the mission. One goal is creating a way to share in-store shopping experiences with other customers.

"How do you let them share their experiences? How do we have customer areas where they can share how they Bunulu?" Nagler said. "That is really the essence of the store, where there is a community where they can pin and share how they're Bunulu-ing. We think of Bunulu as a verb. How do you Bunulu and do you Bunulu? That's what we hope to bring to life in a store."

Building Bunulu

While Lululemon and Athleta inspired the type of products and lifestyle Bunulu is after, the Bradenton retailer drew inspiration for how it attracts a specific shopper from Chico's, a Fort Myers retailer with a national presence that has used boutique-sized stores nimble enough to have multiple locations.

"I guess I'd be frank and say we observed how our neighbors to the south, Chico's, really created a wonderful format," Knopik said.

The biggest difference is that Bunulu will carry men's clothing -- something Chico's doesn't stock.

Bealls will dedicate a separate management team after learning during its Bealls Outlet launch in the 1990s that the company should reassign existing employees so their attention isn't divided, Knopik said. Nagler has three people she handpicked to help her with the launch.

"We will use some of the expertise in our department stores and operations, and we expect that will become our own separate organization," Knopik said. "Initially it will be under Lorna's guidance because of her marketing and merchandising skills."

But Bealls trying out a new store isn't new at all for the company. Bunulu represents at least the 10th concept the company tried -- Junior Images, Just Labels, Bealls Outlets, Burkes Outlet, My Gift Cottage, Out and Out Gifts, Beall's Fabric Stores, Bealls Home Outlet, Bealls Kids Outlet and Coastal Home By Bealls.

Nagler wasn't too focused on Bealls' experimentation at first.

"The first thing I did was really learn the state of Florida," the Milwaukee native said. "I think understanding Florida was the first thing because, as someone who grew up in the Midwest and someone who might have thought Florida was all the same, we know it's not."

Whether Bunulu succeeds or fizzles, it will benefit the company.

"Some of those laboratory experiments, while not successful in lasting, contributed to our corporate knowledge and help make our big store more productive," said Conrad Szymanski, retired Bealls Department Stores president, board member and grandson of founder R.M. Beall.

Florida and beyond

Bealls isn't ready to announce store locations yet but expects them to be in outdoor shopping centers with plenty of restaurants. Nagler said she could see the 4,000-square-foot stores in shopping malls and places like St. Armands Circle, too, but outdoor centers are preferable. And if successful, Bunulu could see itself in other states.

"We think it has legs outside of Florida," Nagler said. "We think it can go wherever that has a coastal spirit and coastal attitude. If you think about it, Tommy Bahama isn't limited to coastal areas either. It's about how people feel about themselves."

Charles Schelle, Herald business reporter, can be reached at 941-745-7095. Follow him on Twitter @ImYourChuck.

This story was originally published March 3, 2015 at 12:00 AM with the headline "Bealls launching Bunulu with Florida customer in mind ."