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02/04/2021

Belk recognizes customer diversity with online shop

Dan Berthiaume
Senior Editor, Technology
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Belk is launching a new dedicated section of its e-commerce site to advance its commitment to inclusion.

The regional Southeast department store retailer is introducing the Culture Shop as a curated boutique designed to offer merchandise that supports and celebrates underrepresented communities year-round. Belk is introducing the Culture Shop to coincides with Black History Month, and the first collection features an assortment of products that celebrate Black culture. 

Products in the initial Culture Shop collection include graphic tees, beauty and cosmetic products that have wide and inclusive shade assortments, as well as a selection of historically Black colleges and universities (HBCU) apparel.

The Culture Shop is an initiative created by Belk's Black business resource group, B.R.I.G.H.T., and the collections will rotate to celebrate various cultural observances throughout the year. These will include Women's History Month and LGBTQ+ Pride Month, in an effort build upon the diversity of Belk's product offering and vendors.

"It's important now, more than ever, to step up and be intentional about inclusion," said Lisa Harper, Belk CEO. "The Culture Shop is an opportunity to better reflect the unique customers and communities we serve."

Based in Charlotte, N.C., Belk operates nearly 300 stores in 16 Southeastern states, as well as an e-commerce site and a mobile app.