Belk Unveils Flirty, Feminine Brand for Modern Southern Women on the Go

CHARLOTTE, N.C., Feb. 17, 2016 /PRNewswire/ -- Belk is introducing Kaari Blue, a fresh new collection that's polished and put together in just the right way for modern Southern women on the go. Sold exclusively at Belk, Kaari Blue has patterns that are crisp, vivid and easy to wear, and luxe fabrics in vibrant colors that make the collection both versatile and stylish.

"Our customers have been asking for modern contemporary styles that can take them from office to evening in smart, streamlined silhouettes that put feminine first," said John Thomas, executive vice president of private brands at Belk. "Kaari Blue's quality and subtle details, such as bows and hardware accents, make all the difference for busy women who want to make a statement, not a scene.  We are excited to introduce our customers to Kaari Blue – fashion designed exclusively for them here in the South."

Statement pieces of the Kaari Blue collection include:

• Fun, flirty dresses in a variety of vibrant patterns, colors and shapes ($99-119)
• Bottoms that range from perfectly tailored pants for the office to skirts in a variety of fabrics ($69)
• Blouses in a variety of cuts, colors and patterns that are perfect for mixing and matching and topped off with subtle details like bows, hardware accents and more ($69-79)
• Signature button-down shirts that can easily be taken from the office to a dinner date ($69)

The Kaari Blue name is an interesting story in itself. "Kaari" is a Finnish word that means exotic, curved light and luxury, and Blue is the signature color of Belk.

"We are thrilled to launch the newest brand to our strong existing portfolio, and we believe it will give our customers exclusive, modern feminine separates that can mix and match in endless ways – perfect for work, evening or a lunch with friends," said Marilyn Connaughton, Belk's vice president of product development, ready to wear. "Our customers also should love that Kaari Blue is sold only at Belk and has the quality, style and attention to detail they deserve."

Kaari Blue is available in 157 Belk locations throughout 16 Southeastern states as well as on belk.com.

The brand will also include collections in our Today's Woman departments in 65 locations. More styles and colors will be added to the Kaari Blue collection throughout the year.  

About Belk, Inc.

Belk, Inc., a private department store company based in Charlotte, N.C., is the home of Modern. Southern. Style. with 293 Belk stores located in 16 Southern states and a growing digital presence. Belk is a portfolio company of Sycamore Partners, a private equity firm based in New York. Belk and www.belk.com offer a wide assortment of national brands and private label fashion apparel, shoes and accessories for the entire family along with top name cosmetics, a wedding registry and a large selection of quality merchandise for the home.

Belk offers many ways to connect via digital and social media, including Facebook, Pinterest, Twitter, Instagram, YouTube and Google Plus, and provides exclusive offers, fashion updates, sales notifications and coupons via email or mobile phone text messages. Customers can also download the latest Belk mobile apps for the iPad, iPhone or Android.

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SOURCE Belk, Inc.

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