Florida's Own Bargain Hunter Introduces Itself to the Rest of the Country

Bealls, the off-price chain headquartered in Florida, has rolled out its first advertising campaign built for a national audience. The timing follows the retailer's steady growth well beyond its home state. The footprint now stands at upward of 650 locations spread across 23 states, which makes a coast-to-coast pitch less an ambition than a description. For a brand that many Floridians know from the strip-mall corner near the grocery store, the new campaign is a graduation of sorts, the moment a hometown fixture decides the rest of the map ought to learn its name. Readers here will recognize the markdown-rack appeal that has kept it a weekend habit for years. The difference now is simply that the audience has widened.

With reporting from WWD Fashion.