Bealls Inc. taps former Chico’s, Estée Lauder exec for key marketing role
Bealls Inc. has appointed Leana Less as senior VP of marketing.
Most recently, Less served as senior VP of marketing with Chico’s FAS, where she led a comprehensive transformation of marketing to digital and data-led strategies in support the organization’s three-year growth plan.
Prior to that, from 2018 to 2022, she served as head of global consumer marketing for Estée Lauder Companies. Less also spent nearly 13 years with the Coca-Cola Company.
“Leana is joining Bealls at a pivotal time in our history as we enter new markets across the country and look to strengthen our current presence,” said Matt Beall, chairman and CEO of Bealls Inc.
“Her fresh and innovative perspective will be integral to developing strong campaigns that connect with guests and share Bealls’ story and product offerings. I am fortunate to have a very strong team, and I look forward to working with and learning from Leana.”
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In her new role, Less will lead brand marketing, eCommerce, and guest strategy including Bealls loyalty programs, applying her deep understanding of consumer behavior and passion for leveraging marketing technologies.
“I am humbled to lead marketing for an organization with such a remarkable legacy spanning 109 years,” said Less. “Building on what the team has established, we’ll define the modern era for Bealls Inc. focused on acquisition of new guests and elevating our experience for existing guests.”
Headquartered in Bradenton, Fla. since 1915, Bealls Inc. is a privately held company that has been owned and operated by the founding family for over 100 years. The company operates more than 650 retail stores in 23 states under the names Bealls, Bealls Florida and Home Centric.
In 2023, the company rebranded Bealls Department Store — a 65-plus-store chain that operates exclusively in Florida — to “Bealls Florida ” as part of a larger rebranding move. It also merged its Bealls Outlet and Burkes Outlet locations under the new “Bealls” moniker.