Published: March 10, 2009 11:45 pm      

Belk completes 1st part of expansion

Charlotte, N.C. — Belk will open a new men’s and home store today, marking completion of the first phase of a $3.6 million expansion and renovation of Ashland Town Center store.

The new 30,000-square-foot store in the former J.C. Penney building, is adjacent to the current 65,000-square-foot store.

“We’re excited about the new men’s and home store,” said Jim Ifert, store manager. “It will enable us to better serve our loyal customers in this area by providing more of the top men’s and home brands and products that they want.”

Featured men’s national brand names include Chaps, Columbia, Dockers, Geoffrey Beene, Haggar, Izod, Lauren, Nautica, Perry Ellis, Polo, Savane, Tommy Bahama and Van Heusen. Belk also offers exclusive brand offerings such as WH Belk, Pro Tour, Red Camel and Saddlebred.

The expanded home department features brands endorsed by top celebrity chef Emeril Lagasse (Emerilware) and Belk’s exclusive Lorena Garcia brand. Other featured Belk home brands include Biltmore For Your Home, Mary Jane’s Farm and Home Accents.

Belk’s updated bridal registry program is designed so brides can register in the store or at Belk.com.

In the final phase of the expansion project, currently under way, the existing Belk store is being remodeled to enable it to greatly expand its offerings of women’s and children’s apparel, cosmetics, accessories, and shoes. The store also features a Belk and Co. Fine Jewelers shop.

The store will remain open throughout the project, which is expected to be completed in June.

Belk has been in Ashland since 1993 and has eight other nearby stores in Kentucky and West Virginia regions.