Be Bonworth Beautiful

BonWorth Beautiful | Dressing Up Women for Over 50 Years

BonWorth Beautiful: Dressing Up Women for Over 50 Years

Helping older women across America “Be BonWorth Beautiful” has always been the goal of the company. As a matter of fact, its founder Mr. Loren Wells had this in mind when he established the company some 50 years ago. He saw that there was a need that wasn’t being properly addressed at the time (back in the late 1960s)—a need for comfortable, stylish, and easy-to-wear clothes for Southern and Mid-American women 40 years old and up. From buying wholesale from various manufacturers and selling these at his stores to designing his own label, Mr. Loren Wells made Southern style clothing popular and chic.

Concept and Designs

There are two major points that Mr. Loren Wells wanted to incorporate into the clothes that he sells: Southern and Mid-American fashion style, and ensembles that can be mixed and matched with other pieces. These two factors are what have kept BonWorth popular among older women in America through the years. With the mix-and-match concept, customers are given options for the various ensembles that they buy. They’re never restricted to just one look, which means additional savings for the customers on top of the initial savings they receive upon purchase (since BonWorth fashions are more affordable than most other pieces available then and now).

What has changed through the years?

When Gurumoorthy Gurusankar took over the reins of the company and sat as its CEO, he knew that some things needed to change yet at the same time, some things needed to remain the same. It’s not as cryptic as it sounds. Internal processes and the industry’s trends and best practices needed an upgrade. But the one thing that needed to stay the same regardless of all other changes that are taking place as well as those that will be implemented in strategic increments is BonWorth’s dedication—their obsession to customer satisfaction.

If anything, the upgrades in internal operations (including using more modern office equipment, streamlined workflows and joining the Digital/Internet Age) allowed the entire BonWorth team to improve customer satisfaction, which is exactly how CEO Gurumoorthy Gurusankar envisioned it.

What does it mean to be BonWorth Beautiful today? It means the same thing it did 50 years ago: older women dressed up in fashionable and comfortable wear; except this time, the styles and designs have been upgraded to keep up with the changing fashion trends as well as the changing buying behavior of most consumers today. Fifty years ago, and up until a couple of years back, BonWorth fashions were only available in their stores (over 300 stores across 31 states in America at one point). Today, every woman, whether mother, daughter, aunt, or grandmother, can do their BonWorth shopping online; thanks to their online presence. The internet has allowed the company to reach every woman in America who wishes to be BonWorth Beautiful; enabling them to bring their fashionable ensembles and pieces, as well as accessories, to every living room in the country.

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