Bealls targets younger, active crowd with new store concept

New York — Bealls Inc. has taken the wraps off its new store banner targeted at millennials.

The department store retailer debuted Bunulu at Coconut Point Mall in Estero, Fla.Two additional locations — one at the St. Johns Town Center, Jacksonville, Fla., and the other at The Garden Mall, Palm Beach, Fla. — are set to open by the end of this year.

"Bunulu is for that outdoor, youth-minded person,” Lorna Nagler, president of Bealls Department Stores, told the Tampa Bay Times. “We sell apparel and footwear but also accessories like Costa sunglasses, Garmins, GoPros and Yeti coolers.”

The 4,000-sq.-ft. Bunulu store has a casual, coastal-inspired look, with photos of beach scenes on the walls and a “sand bar” where shoppers can lounge and recharge their devices.