Conn’s and Belk Announce Plans to Pilot Store-within-a-store Concept

Conn’s and Belk announced a strategic partnership to pilot a store-within-a-store concept in select Belk locations and online beginning later this summer. The new store format, which will launch under a new brand name soon to be announced, will provide Belk customers with access to Conn’s complementary home product categories, as well as core differentiators like white glove, next-day delivery.

The store-within-a-store concept will be piloted in 10 to 20 Belk locations in Conn’s existing markets and through an e-commerce experience on beginning in the coming months. The stores will feature a name brand assortment of all major Conn’s product categories including furniture, home electronics, and appliances. Each store-within-a-store location will range from 10,000-25,000 square feet, depending on the Belk location.

“Our partnership with Belk is an exciting opportunity to reach new customers with key differentiators including our high quality product assortment, next-day delivery, and in-house repair service,” said Chandra Holt, president and CEO of Conn’s HomePlus. “Our new store-within-a-store pilot will launch under a new brand we plan to introduce in the coming months, reflecting our bold vision that everyone deserves a home they love.”

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Belk is one of the largest regional department store chains with nearly 300 locations in 16 Southeastern states and a strong e-commerce presence through Conn’s HomePlus is a specialty retailer of home goods with over 160 locations in 15 states and best-in-class distribution, logistics, and in-house repair service capabilities. The geographic overlap of the retailers provides an opportunity to maximize Conn’s distribution capabilities in existing markets to serve new customers at Belk.

“At Belk, we take pride in providing our customers with a wide range of the best brands and products for their homes,” said Don Hendricks, interim CEO of Belk. “This partnership with Conn’s will allow us to offer customers many products we don’t currently sell, making it easier for them to get everything they need for their homes in one convenient place.”

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