North Carolina-based department store chain Belk enjoys icon status in the Southern states where it's mostly thrived for over 130 years. For a brand transformation announced on Wednesday, however, the company is turning to the New York office of advertising agency Mcgarrybowen, which is much closer to the Manhattan headquarters of its private equity owner Sycamore Partners than to its own in Charlotte.
It's the latest consequence of the Belk family's sale of the business in 2015 for $3 billion, a steep price and a savvy move, according to many observers at the time, in light of the challenges faced by retailers, especially department stores. . . . more