In a strategic partnership, Conn’s and Belk will pilot a store-within-a-store concept in select Belk locations and online at belk.com beginning later this summer, one that will focus on home and electronics merchandise segments.
The new store format, to launch under a soon-to-be-announced brand name, will provide Belk customers with access to Conn’s home product categories, as well services such as industry-leading white-glove, next-day delivery and product repair, the companies announced.
The store-within-a-store concept will test in 10 to 20 Belk locations in Conn’s existing markets as well as in belk.com 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 to 25,000 square feet, depending on the Belk location.
To date, Belk operates close to 300 department stores in 16 southeastern states and belk.com. Conn’s HomePlus operates 160 stores in 15 states.
“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, in announcing the partnership. “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.”
Don Hendricks, Belk interim CEO, said “At Belk, we take pride in providing our customers with a wide range of the best brands and products for their homes. 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.”