Behind the Brand

What better way to celebrate 130 years than by heading back to our roots to showcase what makes southern living so special? Our 12-month journey will take us to towns across our 16-state footprint where we’ll enjoy picturesque villages with historical charm, and quaint mountain towns.

The South has something for everyone and we’re honored to celebrate loyal customers, store teams, and local nonprofits. In every tour town stop, we’ll give gift cards to the first 130 customers, surprise a loyal, long-standing customer with a $500 shopping spree, and give back to a cause near and dear to our customers’ hearts.   

First stop? Winchester, Va. where we donated $12,000 to help The Salvation Army of Winchester renovate a room in their family shelter. In addition, the shelter purchased home essentials for the town’s only family shelter.

In Charleston, S.C. we previewed our in-store event on ABC before filling the store with customers enjoying sounds of a DJ, mocktails, hydrangea-inspired cupcakes, and giveaways. Mayor Tecklenburg presented Charleston Habitat for Humanity with a $20,000 donation to revitalize the West Ashley neighborhood.

Stop three? In Savannah, Ga. customers enjoyed King of Pops, lemonade, a DJ, face painting and balloon animals. To illustrate our investment in customers and their communities, we donated $20,000 to Family Promise of Greater Savannah. Checkout the story.

In May, we visited Lakeland, Fla. with popsicles, refreshments, a DJ, and gift cards. On behalf of Belk: Project Hometown, we continued to illustrate our investment in our hometowns with a $20,000 donation to Lakeland Habitat for Humanity.

June's stop was in beautiful Waynesville, North Carolina  where Belk has been a staple in the community for over 80 years. Amongst fervent shopping, customers enjoyed live music from Marc Keller, pastries from Nettie's Bakery, and brews from Bearwaters Brewing Company. Mayor Gavin Brown joined to thank his first employer for investing in his beloved community. On behalf of Belk: Project Hometown, we donated $20,000 to Haywood Habitat for Humanity. This donation will go towards the first house to be built in a new community, to be announced later this year.

We're proud to invest in our communities while thanking customers and associates for an incredible 130-years. Follow along with our anniversary tour.