Conn's, Belk Partner to Launch Store-Within-a-Store Concept

The department store Belk is collaborating with the home goods and furniture retailer Conn's HomePlus to launch a store-within-a-store concept later this year. The new store format, which will launch under a new brand name soon to be announced, will give Belk customers access to Conn's home product categories, including furniture, home electronics and appliances, and will also include Conn’s white-glove, next-day delivery and in-house repair service capabilities.

Ten to 20 such stores are expected within Conn's existing markets, and each store-within-a-store location will range from 10,000-25,000 square feet, depending on the Belk 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,” said Chandra Holt, president and CEO of Conn’s HomePlus. “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.”

Total Retail's Take: The "store-within-a-store" trend, while not new, has been growing in the retail industry of late. For example, Target has been experimenting with this new channel through mini Apple and Ulta Beauty shops within its stores. Similarly, Kohl's and Sephora have a long-term partnership to have Sephora mini stores in hundreds of Kohl's locations. The concept brings together non-competing retailers to leverage their combined audiences, providing customer acquisition opportunities for both parties involved. This partnership brings together two retailers that are trying to strengthen their market positions under new leadership. Innovative thinking and unique partnerships such as this store-within-a-store concept are likely to inject some momentum into the two companies.