Behind the Brand

Inspired by our communities and the neighbors who call them home, private brands are modern, dynamic and true to our southern roots.

This Spring, we introduced new lines with their own personalities. Whether you are shopping for yourself or your child, you can find your fit with Wonderly, Madison and/or Lightning Bug.

Calling bohemian ladies searching for a youthful brand romantically reminiscent in vibe, Wonderly was made for you! With pieces for every season, you’ll be inspired to live your life as you dream it.  

Meanwhile, if you’re looking for a contemporary style at an excellent value, Madison is for modern customers who love to show off their timeless personality.  

Lightning Bug was built with fashion and function in mind. Our children’s brand features durable mix and match designs for any child. It’s a bright and vibrant brand your whole family will enjoy.  

Whether you’re a youthful entrepreneur, down-to-earth go-getter, or looking for Modern. Southern Style, we have something for you. Check out these brand new lines, sure to set Belk apart.