First Look: Conn’s tests in-store shop concept at five Belk locations

Belk has expanded its offerings via a partnership with Conn’s, a specialty retailer of home goods including furniture, appliances and consumer electronics.

As part of the agreement, which was announced earlier this year, Conn’s has opened five store-within-a-store pilot concepts in five  Belk locations under the name "Conn's x Belk." The new store format provides Belk customers with access to Conn's home product categories and core services such as white-glove, next-day delivery.

Additional Conn's x Belk locations are planned to open throughout the summer and early fall, along with an eCommerce experience coming to Belk.com this fall.

Ranging from about 10,000- to 25,000-sq.-ft. depending on the specific Belk location, the Conn's x Belk shops feature a name brand assortment of all major Conn's product categories, including furniture, home electronics and appliances.

Belk is one of the largest regional department store chains with nearly 300 locations in 16 Southeastern states. Conn's, which has more than 160 stores across 15 states, said the overlap of the two companies provides an opportunity to maximize Conn's unique distribution capabilities in existing markets to serve new customers at Belk.

“We're excited to create this new experience for our customers," said Don Hendricks, interim CEO of Belk. "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."

The new Conn's x Belk pilot is open at the following Belk locations:

• West Town Mall, Knoxville, Tenn.;
• Belk Triangle Town Center, Raleigh, N.C.;
• Northlake Mall, Charlotte, N.C.;
• 1200 East County Line Road, Ridgeland, Miss.; and
• 2064 Sam Rittenberg Boulevard, Charleston, S.C.

"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, Inc. "This is an important step in our journey to scale, reimagine and strengthen our business."