Belk Inc. is increasing its emphasis on e-commerce.

This story first appeared in the January 6, 2010 issue of WWD. Subscribe Today.

The Charlotte, N.C.-based department store chain said Tuesday that Jon Pollack, executive vice president of sales promotion and marketing, has been given additional responsibility for Belk’s e-commerce business. In another move, Ivy Chin, former vice president of strategic and multimedia operations for the home shopping network QVC Inc., has joined the company as senior vice president of e-commerce, reporting to Pollack.

The promotion of Pollack also led to some changes within the merchandising area. David Neri, executive vice president and general merchandise manager of shoes and accessories, has added oversight for cosmetics, which reported to Pollack, and fine jewelry, which had been overseen by Kathy Bufano, president of merchandising and marketing. Pollack and Neri will continue to report to Bufano.

“These changes will allow us to fully realize the synergies of our e-commerce, sales promotion and marketing areas,” said Tim Belk, chairman and chief executive officer.

“E-commerce will continue to be an important long-term growth strategy for Belk,” a company spokesman said, noting the company launched a new Web site in fall 2008. Although the retailer does not release results for individual business segments, the spokesman said the appointments Tuesday indicate “a renewed emphasis on building our online business and [that we] are investing in making a state-of-the-art online shopping destination that will complement our bricks-and-mortar business.”

Pollack has been with Belk since 1985, when he joined as divisional merchandise manager for cosmetics and hosiery. He became executive vice president of sales promotion, marketing and cosmetics in February 2009.

Neri joined Belk in 2006 as executive vice president and gmm of shoes. Before that, he was senior vice president and gmm of footwear, intimate apparel, accessories and home for Parisian, acquired by Belk from Saks Inc.

Belk is the nation’s largest privately owned department store company, operating 306 stores in 16 Southern states.

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