Clothes horse

Beall's Outlet Stores, the chain that cemented its name selling wares to discount-hungry retirees and seniors, is on a perception-alteration mission.

“We are probably the most pleasant surprise place to shop,” says Beall's Outlet President Dave Alves. “That's because people don't realize we have all this (other) stuff now. We need to get people to come back and visit.”

Alves, hired in October to replace longtime Beall's executive Conrad Szymanski, who retired, doesn't discount the key role the over-55 set plays for the company. But the focus now is to brand the chain in a family-friendly way, he says, where young moms will bring their kids.