Conn's x Belk Collab Debuts at Five Stores

New store-within-a-store format provides Belk customers with access to Conn's name brand assortment of home products and next-day delivery services.

As part of a strategic partnership between furniture company Conn’s HomePlus and department store Belk, unveiled earlier this year, the first store-within-a-store pilot concepts have launched at five Belk locations. The new "Conn's x Belk” store format provides Belk customers with access to Conn's complementary home product categories and fulfillment services such as white-glove, next-day delivery. 

Additional Conn's x Belk locations are planned to open throughout the remainder of the summer and early fall, along with an e-commerce experience coming to in the fall.

Conn's x Belk locations feature a name brand assortment of all major Conn's product categories including furniture, home electronics and appliances. The store-within-a-store formats range from 10,000 to 25,000 square feet, depending on the Belk location.

To hype up the launch, all five Conn's x Belk locations will hold grand opening celebrations on Aug. 13, including giveaways, treats and music. So far, Conn's x Belk pilots have opened in Knoxville, Tennessee; Raleigh, North Carolina; Charlotte, North Carolina; Ridgeland, Mississippi; and Charleston, South Carolina.  

"We're thrilled that our first five Conn's x Belk concept stores are open with more coming soon, giving us the opportunity to introduce new customers to Conn's key differentiators, including our high-quality product assortment, white glove next-day delivery and in-house repair service," said Chandra Holt, president and CEO of Conn's, in a news release. "This is an important step in our journey to scale, reimagine and strengthen our business."

Belk operates nearly 300 locations across 16 Southeastern states and as well as an e-commerce website, Conn's HomePlus is a specialty retailer of home goods with over 160 locations in 15 states. The geographic overlap of Conn's and Belk provides an opportunity to maximize Conn's unique distribution capabilities in existing markets to serve new customers at Belk, according to the release. 

"We're excited to create this new experience for our customers," said Don Hendricks, Interim CEO of Belk, in the release. "The great part about this partnership with Conn's is that our customers now have access to products we didn't sell in our stores. It's a fantastic opportunity for them to get everything they need for their home in one convenient location."