William Dillard opened the first store in 1938 in Arkansas and today the company has approximately 300 stores spanning 29 states, still run by the Dillard family. Dillard's focuses on location, quality products, family-oriented service, and knowledgeable staff. While competitors target middle to lower incomes, Dillard's sells a variety of products and has few competitors in Oklahoma due to its focus on customer service over low prices.