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Belk department store to expand at Decatur Mall
Dec '11
Belk announced a $5 million total renovation and expansion of its fashion department store at Decatur Mall in Decatur, Ala. The project will create a modern new shopping environment for Belk and allow it to expand merchandise assortments throughout the store to meet the needs of customers in Decatur and the surrounding region.

The project includes a major renovation of the current 90,000-square-foot main store and the relocation of home merchandise into a new 13,000-square-foot Belk Home Store in the mall located adjacent to the main store's mall entrance.

Construction on the home store addition is scheduled to begin in March, with the main store renovation starting in April. A grand re-opening of the renovated store is set for October 2012.

The store interior will be completely renovated to create an exciting new decor with new flooring, energy-efficient lighting and the latest display fixtures. The store's exterior entrance canopies are being replaced to give the store an updated look, and all restrooms, fitting rooms and other customer convenience areas will be completely renovated.

The expansion and remodeling will enable the store to add selling space in key departments throughout the store, including ladies and men's shoes; women's, men's and kids apparel; women's handbags, accessories and cosmetics; and home merchandise. The improvements will also include expanded and modernized juniors and dresses departments and a new open-sell fashion jewelry area.

Belk plans to add new fashion brands and expanded assortments with the expansion and remodeling, including Karen Kane, Lucky and Lauren in misses and Madison, JNY Sport, Rafaella and ND Weekend in petites.

The additions will complement current merchandise offerings that include top national brands such as Sophie Max, Jones New York Sport, Jones New York Signature, VAC by Nine West jeans, Calvin Klein jeans, Wacoal, Nine West accessories, Dooney and Bourke, Brighton accessories, Lucky jewelry, Kenneth Cole jewelry, Arden, Ugg, Merrel and Polo. Belk also offers exclusive private brands such as Madison, Via Neroli, Biltmore for Your Home, and Pro Tour.

“We're creating a fabulous new store featuring the latest in retail design, layout and visual merchandising,” said Heidi Jubenville, store manager. “The improvements will enable us to provide a wonderful new shopping experience, plus offer more of the brands, styles and assortments that our customers want and love.

We're especially excited that our ladies shoes department will be expanded by 75 percent to almost 6,500 square feet of space, and we'll be able to offer much greater selections in our kids departments and the new home store.

“This investment in store improvements demonstrates Belk's ongoing commitment to serving the Decatur community. Our new store will allow us to fulfill our mission to satisfy the Southern lifestyle needs of our customers like no one else and to deliver the fashion they desire and the value they deserve.”

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