Belk, Conn’s Team up on Store-in-Store Pilot

Conn’s HomePlus

Department store company Belk has formed a partnership with furniture retailer Conn’s that will create a store-within-a-store format in 10 to 20 Belk locations and at and will give customers access to a suite of home appliances this summer.

The new store format will debut with a soon-to-be-revealed brand, according to a Wednesday (June 1) press release, and will give customers a new way to buy Conn’s home furnishings and gain access to the company’s fleet of next-day delivery drivers.

The store-within-a-store concept will come to Belk stores in existing markets and Conn’s products will be added to Belk’s website in the next several months, with an assortment of furniture, home electronics and appliances in a space that measures 10,000 to 25,000 square feet depending on the 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,” Conn’s HomePlus President and CEO Chandra Holt said in the press release.

“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,” she said.

Belk has almost 300 locations in 16 Southeastern states, while Conn’s HomePlus sells home goods in more than 160 locations in 15 states.

“We take pride in providing our customers with a wide range of the best brands and products for their homes,” Don Hendricks, interim CEO of Belk, said in the press release. “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.”

Related: Belk Taps Afterpay to Power Buy Now, Pay Later

In December, Belk debuted a flexible payment program for online and in-store shoppers with buy now, pay later (BNPL) platform Afterpay, giving them the option to pay for their gifts in four interest-free installments. Belk said it has seen a 50% jump in average order values since it started offering Afterpay to its customers. Most of those who choose the BNPL option are millennials or Generation Z shoppers.