JEZ was thrilled when Belk, the country’s largest privately owned department store chain expanded into the Atlanta market with 21 stores. Founded in North Carolina in 1888, a key to the company’s growth is its attention to community and a willingness to adjust and change with the times, says Karen Greager, Atlanta market regional vice president of Belk Inc. During the grand re-opening of the company’s store at North Point Mall in Alpharetta, she spoke to JEZEBEL about Belk’s strengths, its approach to the Atlanta market and its renewed focus on men.

Q: How important is Belk to the Atlanta market?

A: The Atlanta market, in general, is our most competitive. It’s also Belk’s largest, with 21 stores, and it’s very important to us as a company. But a lot of customers have never been here; they don’t know what Belk is. We want to bring them in.

Q: Describe the Atlanta customer Belk seeks.

A: Our customer profile is 34 to 54, female, affluent, modern, classic and trendy. We have everything from Free People to Lacoste. We really service a wide variety of customers.

Q: What sets Belk apart from its competitors?

A: Belk is a family-owned company now in its third generation of Belk ownership. That family-owned mentality, and an emphasis on making a personal connection with our customers, is certainly a trait Belk [clients] can expect. We listen and respond to our customers as well as offer value. Each store is tweaked to reflect the desires of its customer base. For example, our flagship Phipps Plaza location offers personal shopping and an expansive women’s shoe department, whereas you will find a wider assortment of housewares at the Belk store at Town Center at Cobb.

Q: Is the company struggling in the current economy?

A: Everyone is facing challenges based on the economy in any aspect of business. No one is untouched. We know there are so many demands on customers’ budgets. So we’re shaping up our game. We’ve added a couple of better lines and reduced and eliminated [others]. We’ve tweaked our assortment.

Q: Is there a greater focus on menswear and golf now?

A: There’s no doubt that golf has seen an explosion in popularity. We now offer our Pro Tour Line, endorsed by PGA Tour golfer D.J. Trahan. He’s from Atlanta. It’s our private brand, a high-performance golf line. I’d put it up against any other premium golfing brand. It has wicking and the grab waistband and offers performance, protection and is comfortable, all at a good value.

Q: Any news coming out of Belk in the coming months?

A: This holiday season we are privileged to be the presenting sponsor of Atlanta Ballet’s “The Nutcracker.” Families make this part of their holiday tradition and, as a family-owned company, we understand and honor the times families spend together during the holidays. We are proud to be part of those memories. We also are opening two new stores in March: one in Winder and another in Newnan.

Q: What are some of your favorite items at Belk?

A: The modern and fashion-right items that include our Kristin Davis line and dark and dressy denim from Karen Kane.