By 1916, Halls had moved its store to 11th Street along the city's fashionable "Petticoat Lane" with expanded offerings covering an array of high-quality gift items.

In addition to the store's merchandise selection, the structure was outfitted with elaborate building materials and accessories such as inlaid lapis lazuli floors and Baccarat crystal chandeliers, with details complementary to the district's overall Spanish and Moorish architectural styles.

[2] The division in the present day notes J. C. Hall's mission for the store as a "unique shopping experience dedicated to the expression of personal style and the art of living well.

[5] Halls offers a variety of premium brands in ladies' and men's apparel, cosmetics, jewelry, and housewares, with select items available exclusively at the stores.

Bridal registry, corporate gift services, and custom tailoring are also offered, along with an in-store Hallmark Gold Crown shop.

The store is also a long-time sponsor of several area humanitarian organizations, serving health care, fine arts, public broadcasting and other interests around greater Kansas City.