Belk reported a third-quarter loss, as the Charlotte-based department-store chain spent millions on a re-branding effort.
Same-store sales during the quarter, an important measure of a retailer's health, rose 2.5 percent from a year earlier.
The $70 million branding campaign includes new signs, logo, advertising and tagline: "Modern. Southern. Style." Belk officials are trying to revamp the chain's image to attract a wider base of customers.
The effort increased costs but "will boost performance over the long term," CEO Tim Belk said in a prepared statement.