The store specialized in retailing desirable brand name apparel, accessories, cosmetics, footwear, and housewares.

Bealls also acquired the rights to the names of Stage's other chains, all of its private label brands and customer lists, and a distribution center in Jacksonville, Texas.

The Jacksonville store location would move in 1936 from the old Douglas building to the corner of Main and Commerce streets, where it would remain for nearly 50 years.

[3] In 1972, Bealls had grown to 60 stores in Texas and found its way beyond the borders of its home state for the first time, with a location opened in Oklahoma.

This move ensured close proximity to many manufacturer's representatives of the apparel industry; most had local offices and showrooms in the Dallas Market Center area.

[4][5][6][7][8] This was a shock to Jacksonville, whose residents and those in the business community considered Bealls to be a good neighbor and corporate citizen.

Jacksonville was spared a complete loss, as the new distribution center would stay open, and the credit department of the combined company would be located at the previous Bealls office east of downtown.

Brands exclusively found at Bealls include Valerie Stevens, Signature Studio, Sun River, Rustic Blue, Rebecca Malone, and Wishful Park.

On May 10, 2020, Stage announced it had filed for Chapter 11 Bankruptcy, and that it would liquidate all locations, Bealls and Gordmans included, unless a buyer could be found for the chain.