In 1938, Dillard's opened its first store in Nashville, Ark. Expansion came quickly, with the second store opening not long after in Texarkana's historic downtown.
Since then, Texarkana has enjoyed a special relationship with the Dillard's company and the family that owns the company. In an age where legacy retailers seem under assault by an economy shaken by changing technology and shopping patterns, Dillard's has bucked the trend. Not only has it recommitted to its location at Central Mall that it has occupied for decades, it has completed the top-to-bottom renovation it began earlier this year.
Wednesday night, the retailer had a special pre-official opening shopping event, complete with hors d'oeuvres, wine, music and gifts. Happy shoppers milled about, enjoying the goodies and the products on display in the vastly expanded shopping area. The guests-of-honor were the Arkansas branch of the Susan G. Komen organization, the outfit dedicated to researching and curing breast cancer. Ten percent of proceeds from the night's sales went to them.
"I am a Dillard's shopper," said Amber Lawrence, Southwest Region director. "I have two kids, a boy and a girl. We go through lots of shoes."
Lawrence was amazed at the expansion of Dillard's.
"This is so exciting. I'm thrilled for our community to have this beautiful store and glad the employees here have this lovely place to come to and work every day. And it is exciting to see that Dillard's is that willing to invest in our town."
Lawrence and other representatives were collecting names, handing out pink bracelets and generally looking very busy as the mostly female shoppers came by to attend the gathering. Lawrence used the opportunity to get out word for Susan G. Kommen and its efforts.
"My drive is to give back to the community," she said. "I'm so grateful to Dillard's and to everyone who supports our work. My job specifically is managing the resources our community entrusts to us. We know lots of worthy interests compete for resources in our community and we strive to be fully accountable for that which we are entrusted. I make it a point to make myself available anytime to anyone who has questions. That's my job."
Chanalyn Hunter, a 17-year Texarkana resident and Dillard's shopper, gazed in amazement at the store's transformation. Not only the sheer volume of space that has been added to Dillard's but the new brands that are now on the shelves.
"I'm excited to see Bobbi Brown here, as well as Gucci, Louis Vuitton, all newly arrived here at our Dillard's," she said.
As a loyal Dillard's shopper, Hunter has developed personal relationships with many of the clerks at the store. She credits the personal relationships and friendly service the clerks provide as key to Dillard's ongoing success.
"Joyce in shoes, Cindy in purses, Sam and Bruce in menswear, and Chad in Polos: They are all part of the friendly staff that keeps us coming back," Hunter said. "They get to know us over the months and years and they become like family. When they know what we are interested in, they will often call customers to let them know of secret sales or sales ahead of time to give long-time customers a leg up on deals."
Hunter describes shopping as stress relief for her. Knowing Dillard's is there and supples the personal touch is a comfort to her as well as other customers.
"Texarkana's Dillard's in particular has mastered this," she said. "That is why, in our small town, our Dillard's often outperforms other Dillard's in larger markets, like Dallas."
Chad Hill, master of Polos, has been working on his customer service skills for 18 years. He moved to Texarkana in 1987, and after finding his way to Dillard's, he has made a home. It is the customers, the people, that keep him coming back.
"I love the people and the customers," he said. "You work with them a long time, they become like family. The work can be hard at times, and there's more work that goes on behind the scenes than most realize. We have to do a lot of work learning our product and tracking trends, too. But I love helping people and seeing those who keep coming back to us through the years."
"Anyone can buy a product online nowadays," said Tony Brooks, assistant district manager for Dillard's central region, of which the Texarkana store is a part. "We offer that at dillards.com. But it is our stores that are the heart of the business. Our focus on customer service, getting to know them, who they are and what they need."
Speaking of family, Brooks emphasized how important Texarkana is to the Dillard's company.
"Quite simply, Texarkana is the heart of Dillard's," he said. "Remodeling this store not only makes good business sense, but this is personal for the Dillard family."
And personal is the secret of the long term success of Dillard's.
"Our people put a face on the business for our customers. We bring relationships with our products."
The grand opening happens at 9:30 a.m. today. William Dillard III, company vice president, is scheduled to attend. The customer open house will take place all day, and the public is invited.