Steve Knopik

Bealls CEO Steve Knopik is betting that the Bradenton, Fla., retailer's latest experiment called Bunulu will become a permanent fixture for the 100-year-old company. "We're certainly moving forward as if it's going to be a permanent concept," Knopik said. Pronounced Boo-new-lou, Bealls is targeting the affluent customer living the coastal lifestyle by opening its first three to five stores this fall. "Bunulu is an Aboriginie name that means a place of water," said Bealls Department Stores President Lorna Nagler, who is heading up the launch. "Our tagline for our store is Land, Water and Style."

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