Belk bucks economic trends, planning major Pineville expansion

PINEVILLE, NC (WBTV) - In October of 2010, during some really tough economic times, Belk launched a major rebranding campaign, introducing a new logo, and a new mission statement. Profits are up, and today, the department store's growth continues.

Jessica Graham is Belk's Vice President of Communications, and she gave us a preview of the company's $5.5 million dollar makeover at Carolina Place Mall.

"You can see the new floor, the new lighting," she said. "Much brighter, much more modern, much more brand-right.  The whiteness of the floor and the bright lights is just a great combination."

And so is all of the work and expansion in our community.  It means jobs in construction, along with hiring at the Pineville location, and elsewhere.

"Over the next five years, we'll be investing about $600 million in the company, in IT, e-commerce, store improvements, investments, training, all sorts of areas.  So, it's a great time," Graham said.

Clearly great for Belk, which is an anomaly.

Consumer confidence is down, and many retailers have been struggling for years.  But Belk is bucking that trend.

"We are," Graham said. "We prepared very well. Belk did a very good job seeing what was happening in the economy and preparing the business for that."

Last year, Belk gave over five million dollars to non-profits organizations, many of them in our area.

The Pineville store transition will be complete next fall.