By  on October 14, 2008

ATLANTA—Belk, Inc. has launched a new Website with numerous improvements, including the availability of a wide assortment of men’s and women’s fashion apparel, accessories and shoes, aimed at meeting the needs of Belk’s online customers and users of the site.

The site debuted with more than 50,000 items available for purchase and will offer more than 100,000 items by the end of 2008. Top name men’s fashion brands offered include Polo Ralph Lauren, Lucky Brand jeans, Columbia Sportswear, Greg Norman Collection, Callaway Golf and Ashworth Golf, Nautica and Haggar. The site also offers many of the Charlotte, N.C.-based department store’s exclusive private brands, including Pro Tour, Meeting Street, W.H. Belk and Saddlebred.

The site also includes a “Fashion Report” section with information on the latest fashion trends and Belk seasonal fashion recommendations by Arlene Goldstein, Belk’s vice-president of trend merchandising and fashion director.

“Our talented e-commerce team has partnered with the best e-commerce resources in the business to help us rebuild from the ground up,” said McKay Belk, president and chief merchandising officer of Belk, Inc. “This is an exciting opportunity for Belk to showcase and extend our brand and identity beyond our 16-state store footprint.”

Merchandise for children, juniors and young men will be available from beginning in spring 2009.

Belk established an e-commerce division at its corporate office in Charlotte to plan and develop the new Website and has opened a 147,000-square foot e-commerce fulfillment center in Pineville, N.C. A customer care center in Melbourne, Fla., handles’s customer service calls and orders placed via the Web site’s toll-free customer service number.

Steve Duchelle, senior vice-president of e-commerce, heads the division. Before joining Belk in fall 2007, he had held key e-commerce positions with The Bombay Co., RadioShack and Circuit City.

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