Belk will celebrate limited-time collection with pop-up shop
Belk is teeing up capsule collections for summer and holiday with a brand rooted in Southern style.
Charlotte, N.C. – Belk is teeing up capsule collections for summer and holiday with a brand rooted in Southern style.
The limited-edition collections involved a partnership between Crown & Ivy, the department store’s premier private label brand, and Sewing Down South, a lifestyle brand co-founded by Craig Conover.
The exclusive summer collection will become available both in stores and online on June 4, featuring nearly 100 styles across women’s and men’s apparel, home and accessories, with prices starting as low as $10. The holiday assortment is scheduled to roll out this coming October.
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“Our partnership with Sewing Down South is a celebration of our shared love for the South and its rich tradition of coastal beauty, hospitality and understated style,” said MaryAnne Morin, president and chief merchandising officer at Belk.
To mark the launch, Belk is opening a pop-up shop next to Sewing Down South’s Charleston, S.C. storefront that will exclusively sell products from the summer collection until Labor Day. The brands will co-host a grand opening event on June 7 from noon to 5:00 p.m.
Conover described the Belk partnership as “a huge milestone” for Sewing Down South.
“From the first days of working together on color concepts, to aligning on our creative direction, to developing the line, we’ve created a collection that we’re proud of and are excited to see go to market,” he said.
Conover is a TV personality who was a main cast member of Bravo’s reality series Southern Charm. The author and entrepreneur co-founded Sewing Down South in 2018 along with his business partners, Amanda Latifi and Jerry Casselano.
In addition to Belk, Sewing Down South has created collections with Thomasville Furniture, HSN, and E. & J. Gallo; and continues to develop collections and brands with FabFitFun, Kroger Brands, HomeGoods, and Missouri Star.
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