BEALLS,
BEALLS, INC
BEALLS INC REINVENTING AMERICA THROUGH HERITAGE & INNOVATION
Project by: Malvern Kandemwa
Words by: Michelle Duncan
Bealls has experienced a remarkable transformation over the past two years, and under the leadership of CEO Matt Beall, the company is now strategically positioned for sustained and healthy growth. With a legacy spanning over a century and a network of more than 500 stores across the
United States, Bealls stands as a testament to enduring success in American retail. Yet, with such a rich heritage comes the ongoing challenge of remaining relevant and innovative — a challenge that CEO Matt Beall is embracing with energy, vision, and determination.
Appointed to the top role in 2019, Matt is the fourth generation of Bealls. Born and raised in Florida, Matt Beall graduated from the University of Florida in 2001
before heading to Manhattan, where he began his professional career and completed his MBA. Despite finding success in the fast-paced world of New York business, he ultimately chose to return home and join the family enterprise in a buying role. Since then, he has worked his way through every side of the company, gaining firsthand experience across all areas of operations, a journey that has shaped his deep understanding of Bealls’ business from the ground up.
Matt Beall is steering the company through one of its most ambitious growth phases yet, with plans to add 100 new stores across the Bealls Outlet and Burkes Outlet retail chains. In Florida, Georgia, and Arizona, the stores run under the Bealls Outlet banner, while in the other 20 states they are known as Burkes Outlet. Once they secured the national rights to the Bealls name from Stage Stores, it gave them green light to move forward with the rebranding. As a result, the 68 Bealls department stores in Florida were renamed Bealls Florida,
highlighting their local roots and distinguishing them from national department store chains.
The rebranding also created a stronger connection between the brick-and-mortar stores and Bealls’ online platform, beallsflorida.com, which has been serving customers since the 1990s, early in the eCommerce era.
A major turning point came with the acquisition of bankrupt rival Stage Stores’ distribution center and intellectual property, which granted Bealls the exclusive na-
tional rights to the Bealls name. Matt believes this strategic move will not only end brand confusion but also unlock new growth opportunities as the company expands both its eCommerce capabilities and physical store footprint nationwide.
Bealls is making bold moves beyond expansion and rebranding. A newly revamped loyalty program launched, designed to deepen customer engagement and strengthen relationships. While the company has long offered a loyalty club, this latest
version is a dramatic shift in approach and benefits. Going back at least a couple of decades before, they offered extra discounts on specific days: 10 percent off for Bealls on Monday, and 10 percent off for Bealls Florida on Tuesday. As they grow into a national retailer, they want to offer best pricing every day of the week, so guests do not have to plan their shopping around a specific day. This ensures they can enjoy the full Bealls experience anytime, without limitations.
Rather than trying to drive traffic through loyalty promotions, Beall’s aim is to instead assure customers they can come into a bealls store and find excellent value and an excellent selection of merchandise every day. Nearly, 9 in 10 Bealls customers are part of its loyalty program—a hefty investment that pays off by keeping shoppers coming back. Now, rewards last a full 12 months instead of just 60 days, giving customers more time to enjoy the benefits at both Bealls and Bealls Florida.
NEARLY 9 IN 10 BEALLS CUSTOMERS ARE PART OF ITS LOYALTY PROGRAM - A HEFTY INVESTMENT THAT PAYS OFF BY KEEPING SHOPPERS COMING BACK
Having weathered the pandemic more successfully than many, and moving straight into two strong years, Beall clearly knows how to confront a crisis head-on. Yet while the experience assessed his mettle, it also reshaped his approach to leadership.
“Today, it’s about being authentic,” he explains. “We have seven core values at our company, and authenticity is one of them.” He goes on to list the others: acceptance, accountability, compassion, empowerment, openness, and transparency.
Beall not only strives for authenticity in his own work but also fosters it across the Bealls team. He admits, however, that this is not always easy, noting that discovering “your true self” can take a lifetime.
On another core value, acceptance, Beall emphasizes that a good leader must avoid resistance.
“You want people to acknowledge the reality of a situation and then channel their energy into finding solutions, rather than wasting it on resistance or negativity,” he explains.
This unconventional perspective on leadership extends to Bealls’ approach to accountability. Moving beyond the traditional ideas of punctuality and reliability, he describes accountability more as a “mental state” than a checklist of behaviours.
A fully engaged leadership team is vital, but Beall points to one tool as truly decisive: capital. “This is a financial business—numbers matter. Preserving cash lets you navigate tough times,” he explains. That strategy kept Bealls afloat during pandemic shutdowns, while com-
petitors like Stage Stores folded under pressure. “We weren’t leveraged at all. Having cash on hand allowed us to pay employees, cover bills, and keep products moving. Being financially prepared dramatically increases your chances of survival,” Beall says.
Bealls hasn’t always had the luxury of stability. During the Great Depression, founder Robert M. Beall hit rock bottom, losing the company to the bank.
“He spent the next 10 years clawing the company back from the
local bank he had borrowed from,” Beall recalls. And he did—proving that grit and determination can outlast even the harshest trials.
“That struggle instilled a lifelong lesson in fiscal responsibility: avoid debt, save wisely, and be prepared for tough times. It’s a principle that continues to shape our company today.”
It’s a legacy that inspires every member of the Bealls team, family or not, and with a new chapter unfolding now, the story promises to be as bold and eventful as any before.