Belk launches new Wonderly brand

Regional department store retailer Belk has launched a new womenswear brand called Wonderly.

The collection offers effortless pieces such as feminine tops, dresses, and a complete denim collection, which includes a variety of leg shapes and authentic washes, making it Belk's largest private brand denim line. Rounding-out the collection is Wonderly Studio, the brand's athleisure assortment, which plays into cozy items.

The private brand offers a full assortment of items in earthy colors, textural fabrics, and eye-catching patterns, available in sizes 4-26, as well as select styles in petite sizes 4-16. While Wonderly is an entirely new brand for Belk, it replaces the company's New Directions brand, which inspired several key Wonderly styles.

"Wonderly is an effortless style for the modern woman," said Chris Kolbe, chief merchandising officer at Belk. "The brand is designed to be versatile, everyday wear with endless possibilities. Wonderly lets our customers create unique looks by pairing our flattering denim with beautiful breezy tops, dresses, and sweaters.”

In February, the North Carolina-based retailer received approval for its Chapter 11 bankruptcy plan. As part of the plan, owner Sycamore Partners transferred a large stake of the company to its lenders while maintaining control, while the company’s debt load was cut by about $450 million.

Today, Belk serves customers at nearly 300 Belk stores in 16 Southeastern states, at belk.com and through the mobile app.

Belk launches new Wonderly brand

See also