A major expansion and remodeling is underway at Belk’s flagship store at Dogwood Festival Marketplace in Flowood, representing a $9-million investment by the company. The project will increase the store’s size by 40,000 square feet – 20,000 square feet on each level — allowing it to expand fashion brands and merchandise assortments throughout the store.
The expanded and renovated store, with a total of 210,000 square feet of space, will feature a modern new decor with the latest display fixtures, porcelain tile aisles, energy-efficient lighting, and remodeled fitting rooms and customer convenience areas.
Space is being added at the rear of the store on both levels. Construction started on the expansion phase in January, and the current store space will be completely renovated beginning this summer. The project will be complete in late September prior to the store’s grand re-opening on Oct. 16.
The expansion and renovation will result in many improvements designed to enhance customer convenience and satisfaction. For example, store’s cosmetics department is adding Bobbi Brown, and will have new display bays and fixtures featuring a new “open sell/assisted sell” concept for Clinique, Estée Lauder and Lancôme designed to make shopping easier.
New premium brands in women’s sportswear will include Lilly Pulitzer, Calvin Klein, Michael Kors, Vince Camuto, Eileen Fisher, Jones New York Signature, and Lauren Polo Ralph Lauren. Ladies shoe brands being added include Dolce Vita, Flogg, Steven, Adrienne Vittadini, Caparros, and G by Guess/Marc Fisher, and new shoe brands for men will include Calvin Klein, and Frye. A Coach handbags and accessories shop is being added, along with designer handbags by Baxter Designs and accessories by Brighton.
Belk of Dogwood Festival completed major expansions of its ladies shoes, handbags and jewelry departments in 2010, and will be expanding these areas even more. Other departments being expanded include women’s better, contemporary and designer sportswear; accessories; cosmetics; men’s shoes, sportswear, and big and tall; children’s; and home fashions.
“We’re creating an exciting new décor and shopping experience for our customers and offering more of the brands and assortments they want,” said Tim O’Dougherty, store manager.
“The improvements we’re making demonstrate our ongoing commitment to serving this community. We want to satisfy the Southern lifestyle needs of our customers like no one else and deliver the fashion they desire and the value they deserve.”
The store originally opened as McRae’s at Dogwood Festival in 2002. It was acquired by Belk in 2005, and was expanded and remodeled in 2006.