Conn’s to pilot in-store shop format in select Belk stores

Belk is expanding its merchandise offerings via a partnership with specialty home retailer Conn’s.

The two companies are partnering to pilot a store-within-a-store concept in 10 to 20 Belk locations in Conn’s existing markets and on Belk’s website beginning later this summer. The new store format will launch under a new brand name soon to be announced at a later date.

The format will range from 10,000 sq. ft. to 25,000 sq. ft., with the size depending on the Belk location. The shops will feature a name-brand assortment of all major Conn’s product categories including furniture, home electronics and appliances. Shoppers will also have access to Conn’s white-glove, next-day delivery and in-house repair service capabilities.

“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, which has more than 160 locations in 15 states. “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.”

Belk operates nearly 300 locations in 16 Southeastern states and a strong e-Commerce presence, distribution, logistics and in-house repair service capabilities. The geographic overlap of the retailers provides an opportunity to maximize Conn’s unique distribution capabilities in existing markets to serve new customers at Belk, the companies said in a statement.

“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,” said Don Hendricks, who took the reins as interim chief.

In separate news, Conn’s reported first-quarter net sales that fell 6.5% to $272.3 million. Comparable sales declined 9.5%. Net income also fell, to $6.2 million from $45.4 million a year ago.