April 9, 2009



                                                                       Via EDGAR
                                                                       ---------

H. Christopher Owings
Assistant Director
Securities and Exchange Commission
100 F Street, NE
Washington, D.C. 20549-0404

     Re:  Response to Comments Received from the Staff of the Commission with
          respect to Amendment No. 1 to Registration Statement on Form S-3
          Filed on March 4, 2009
          File No. 333-157390
          Form 10-K ("10-K") for Fiscal Year Ended January 31, 2009, filed
          on March 26, 2009;
          File No. 0-50421
          Client-Matter No. 067780-10416205
          ----------------------------------------------------------------------

Dear Mr. Owings:

     This letter sets forth the responses of Conn's, Inc. (the "Company") to the
comments of the staff of the Division of  Corporation  Finance (the  "Staff") of
the Securities and Exchange  Commission  (the  "Commission")  received by letter
dated April 1, 2009 (the  "Comment  Letter")  with respect to Amendment No. 1 to
Registration  Statement on Form S-3 (File No. 333-157390) filed on March 4, 2009
and the Form 10-K filed on March 26, 2009.

     For the  convenience  of the Staff,  we have set forth  below,  in boldface
type, the number and text of each comment in the Comment Letter  followed by the
Company's responses thereto.

Form 10-K for Fiscal Year Ended January 31, 2009
- ------------------------------------------------

Item 8. Financial Statements and Supplementary Data, page 58
- ------------------------------------------------------------

Note 1. Summary of Significant Accounting Policies, page 66
- -----------------------------------------------------------

Receivables Not Sold, page 69
- -----------------------------

     1.   Please explain to us in detail your  methodology  for  calculating the
          provision for bad debts  associated  with the  receivables not sold to
          your qualified special purpose entity and the GAAP guidance you relied
          upon in developing your  methodology.  Please  separately  address the
          methodology  used for your primary and  secondary  portfolios  and the
          installment and revolving  loans included in the portfolios.  Refer to
          SAB Topic  6:L and EITF  D-80.  Please  include  a  discussion  of the
          factors that are relevant to an  understanding  of your  methodologies
          and  estimates  used  to  determine  probable  losses,  including  the
          following:



          o    How you consider  your security  interests  and credit  insurance
               sold to customers;
          o    How you identify and evaluate the risks  inherent in your primary
               and secondary  portfolios  of  installment  and  revolving  loans
               including  whether  "same as cash" or deferred  interest  program
               loans have different risk characteristics;
          o    How you segment  and/or group loans in the portfolios in terms of
               risk and past due status;  The methods used to identify  loans to
               analyze  individually,  including how the amounts of  impairments
               are determined and measured;
          o    Your  consideration  of  industry,  geographical,   economic  and
               political factors in determining loss rates;
          o    The  period  of  time   considered  in  using   historical   loss
               experience; and
          o    How  you   consider   the  level  and  trend  in   delinquencies,
               charge-offs and recoveries, volume and terms of loans, changes in
               underwriting standards or other lending policies.

          In  addition,  please  provide a  summary  of your  customer  accounts
          receivable aging and reserve analysis for the two years presented with
          your  response.  Also,  tell us whether you revised your  underwriting
          standards or other lending  policies and/or modified  payment terms on
          accounts  during  the past two years  and,  if so,  the impact on your
          aging and reserve analysis for each year.

     The  Company's  combined  credit  portfolio  consists of a large  number of
smaller-balance  homogeneous  consumer  receivables.  At January 31,  2009,  the
combined  portfolio  consisted of 537,957  accounts,  with an average balance of
$1,401,  including receivables transferred to the QSPE and those not transferred
to the QSPE.  Only products and services  offered by the Company are financed by
the Company's credit programs.  Based on the Company's underwriting criteria and
evaluation  of  related   collection   risks,  the  receivables  are  classified
(segmented)  as  either  Primary  or  Secondary   Portfolio   accounts.   Credit
underwriting  personnel  are  independent  of the sales  personnel and determine
portfolio designation for each customer based primarily on customer credit risk,
after  reviewing the customer's  credit score,  detail credit bureau and payment
history with the Company,  if any. The following are typical conditions that may
result in an account  being  classified  in the  Secondary  Portfolio,  if it is
approved:

     -    The customer's credit score at the time of review of the application
          is below 540, and/or

     -    The customer is a young adult (between 18 and 24 years old) without a
          co-signor, and/or

     -    The customer has "thin" credit file, meaning that they have little or
          no credit history reported in their credit bureau report, and/or

     -    There are questions about the information in the credit bureau or
          credit application that require additional verification.



     Primary Portfolio accounts represented  approximately 78.3% of the combined
portfolio at January 31, 2009, with Secondary  Portfolio  accounts  representing
the remainder.  Installment  contracts,  which  represented  95% of the combined
portfolio  balance at January 31, 2009,  have scheduled  monthly payment amounts
and typically have 36-month terms.  Revolving charge  receivables  accounted for
only 5% of the combined  portfolio at January 31, 2009,  and only customers that
qualify to be designated as Primary Portfolio accounts are eligible to apply for
revolving  charge   accounts.   Additionally,   within  the  Primary   Portfolio
classification,  customers  may qualify for  same-as-cash  or deferred  interest
programs.  The Company  believes that accounts  generated  under these  programs
generally  perform better than the other accounts in the portfolio for customers
of similar  credit risk.  While the loss rate  experienced  on these accounts is
generally  lower,  the portion of the  Primary  Portfolio  represented  by these
accounts has not changed  significantly  over time,  and the loss  experience is
incorporated in the loss reserve  calculation for the Primary  Portfolio.  These
accounts  represented  16.4% of the combined  portfolio at January 31, 2009. All
installment and revolving  receivables  require monthly payments and are secured
by the products financed by the credit account.

          In determining the provision for bad debts for receivables not sold to
the Company's QSPE, the Company considered the requirements of FASB Statement of
Financial Accounting  Standards (SFAS) No. 5, Accounting for Contingencies,  and
SFAS No. 114, Accounting by Creditors for Impairment of a Loan.  Paragraph 6a of
SFAS No. 114 excludes from the  application of its  provisions  "large groups of
smaller-balance   homogeneous   loans  that  are   collectively   evaluated  for
impairment.  Those  loans  may  include  but are not  limited  to  credit  card,
residential  mortgage  and  consumer  installment  loans." As such,  the Company
applies  the  provisions  of SFAS No. 5, since,  as stated in EITF D-80,  "it is
probable that a group of similar loans includes some losses even though the loss
could not be identified to a specific loan." Additionally,  the Company believes
that its approach complies with SAB Topic 6:L and EITF D-80.

     The Company uses a formula-based  approach to calculating its provision for
bad debts.  A separate  calculation  is  prepared  each  quarter for each of the
groups  of  Primary  and  Secondary  Portfolio  accounts  based on the  trailing
12-month actual charge-off experience, net of recoveries, as a percentage of the
applicable average portfolio balance over the same time period. The Company uses
its 12-month charge-off experience,  given the relatively short weighted average
life of the  portfolio,  to ensure that the loss rates derived  incorporate  the
most recent  charge-off trends and consider a full calendar year business cycle.
The loss rates derived from this calculation are then multiplied with the ending
balance of the  applicable  portfolios  at each  quarter  end to  determine  the
appropriate  reserve.  Because  the  charge-off  experience  of the  Primary and
Secondary Portfolio groups is generally consistent across the various markets in
which the Company operates and the relative finance contract volume  contributed
by each market has been  relatively  consistent  from year to year,  the Company
does not  further  segment  the Primary and  Secondary  Portfolio  loss  reserve
calculations by market.

     To the extent a customer has a claim under a credit insurance  policy,  the
insurance  payment  made on the  account by the  third-party  insurance  company
typically  reduces  the  account  balance  before  any  amount  is  charged-off,
otherwise it is included in recoveries.  Since all finance contracts are secured
by the products  financed  under the  contracts,  the Company has the ability to
negotiate  voluntary  repossession  of  the  financed  products.  The  value  of
repossessed  product  and  post-charge-off  cash  collections  are  included  in
recoveries when determining the Company's charge-off experience.

     As the Company only began retaining  significantly  more receivables on its
balance  sheet during the fiscal year ended  January 31, 2009,  it used the loss
rate  experience  of the  combined  portfolio  to  estimate  the  loss  rate for
receivables not sold, as it expects the receivable  performance to be consistent
with the  performance of the receivables  sold to the QSPE.  Beginning in August
2008, the Company began retaining virtually all new receivables generated on its
balance sheet and then implemented a random allocation method in October 2008 to
avoid adverse selection risks in both the receivable  portfolio held by the QSPE
and the receivable portfolio not sold to the QSPE.



     As  appropriate,  the Company  adjusts the loss rate  estimate if trends in
portfolio performance, including delinquency and losses, changes in underwriting
standards  or external  economic or regional  factors  suggest that the trailing
12-month  loss rate may not be  indicative  of  future  loss  expectations.  For
example,  in the year ended January 31, 2006, the Company  increased the reserve
as a result of the new bankruptcy law that went into effect in October 2005. The
majority of the Company's  operations  are located in Texas,  with the remaining
locations located nearby in southwest Louisiana and Oklahoma. As the Company and
its  customers  have not  experienced  the same  economic  and  consumer  credit
challenges  as many other  regions of the country,  no adjustment to the reserve
was  made  at  January  31,  2009,  as a  result  of the  economic  environment.
Additionally,  since the  weighted  average  life of the  portfolio  is so short
(approximately  1.2  years  for  Primary  Portfolio  accounts  and 1.7 years for
Secondary Portfolio accounts) the loss rate calculation  incorporates  portfolio
performance trends very quickly.

     While the Company makes minor changes in its  underwriting  guidelines from
time-to-time,  it has not  made  any  significant  changes  to its  underwriting
standards or other lending  policies,  and has not changed  contractual  payment
terms at origination over the past two fiscal years. Recently the Company raised
the minimum  credit score it would accept and raised down payment  requirements,
which it expects to lead to improved receivable quality.  Typically, the primary
effect of any changes in  underwriting  guidelines  is a change in the  relative
volume of  receivables  underwritten  for the Primary and Secondary  Portfolios.
Since  the  calculation  for the  allowance  for bad  debts  already  separately
considers each of the portfolios,  no adjustment to the reserve  calculation has
been necessary due to the changes made in underwriting guidelines.

     Since January 31, 2009, the combined portfolio performance has continued to
improve and at this time the Company  expects to report,  at its next  reporting
date, an improved net charge-off rate and reduced delinquency  percentage,  with
no significant change in the re-age percentage.



     The following tables show the reserve analysis and delinquency  summary for
the two years presented in the Company's Form 10-K:
Reserve Analysis - for Receivables not Transferred to the QSPE Reserve Analysis as of January 31, 2009 --------------------------------------- (dollars in thousands) Total Primary Secondary Legacy (1) Other Reserves ------- --------- ---------- ----- -------- Trailing 12-Month Charge-offs, net of Recoveries - Combined 14,505 7,171 789 Average Portfolio Balance - Combined 543,559 153,010 7,614 Loss Rate - Combined 2.7% 4.7% 10.4% Receivable Balance at January 31, 2009 - Not Sold 81,926 19,648 6,224 Calculated Reserve at January 31, 2009 2,186 921 645 161 3,913 Reserve Analysis as of January 31, 2008 --------------------------------------- Trailing 12-Month Charge-offs, net of Recoveries - Combined 926 Average Portfolio Balance - Combined 9,468 Loss Rate - Combined 9.8% Receivable Balance at January 31, 2008 - Not Sold 9,005 Calculated Reserve at January 31, 2008 881 - 881 (1) Prior to August 2008, when the Company began retaining new receivables on balance sheet, the Company had a small portfolio of receivables that were in run-off. The reserve for these receivables is calculated independently of the other receivables.
Customer Accounts Receivable Aging (dollars in thousands) Year ended January 31, ----------------------- 2009 2008 ---- ---- Days Past Due: Current 95,143 4,738 1-30 8,176 1,654 31-60 1,552 613 61-90 1,004 482 91-120 780 327 121-150 440 236 151-180 188 219 181-209 93 140 210+ 422 596 --------- ------- Total 107,798 9,005 ========= ======= Note 3. Interest in Securitized Receivables, page 74 - ---------------------------------------------------- 2. Please tell us in detail how you derived the market place participant assumptions used to measure the fair value of your interest in securitized assets at each balance sheet date. Please include a discussion of available market information such as quoted prices, reports issued by analysts and ratings agencies, current level of interest rates and directional movements in relevant indexes, as well as information about the performance of the underlying credit card receivables, such as delinquency rates and loss experience considered in developing the assumptions. Also address the extent to which assumptions, such as those related to net interest spread, credit risks, delinquency rates and loss experience, and risk reduction arrangements such as credit insurance and security interests reflect your own assumptions of what market participants would use in pricing your interests in securitized assets. The Company estimates the fair value of its Interests in securitized assets using a discounted cash flow model with most of the inputs used being unobservable inputs. The primary unobservable inputs, which are derived principally from the Company's historical experience, with input from its investment bankers and financial advisors, include the estimated portfolio yield, net credit loss rate, discount rate, payment rate and delinquency rate and reflect the Company's judgments about the assumptions market participants would use in determining fair value. In determining the cost of borrowings, the Company uses current actual borrowing rates, and adjusts them, as appropriate, using interest rate futures data from market sources to project interest rates over time. The following is a discussion of each of the key assumptions and the available market information used to develop the assumptions. - Interest Rates/Funding Cost - the valuation model uses the Company's current borrowing rates adjusted based on changes in quoted interest rate futures to estimate the underlying interest rate for future periods for the variable rate borrowings of the QSPE. - Discount Rate - the discount rate used in valuation is based on the one-year Treasury risk-free interest rate, plus the risk premium that the Company expects a market participant would use. In order to estimate the risk premium a market participant would require on the Company's interests in securitized assets, the Company talks to its bankers' structured finance teams at the end of each quarter for their perspective and references to applicable market data. In addition to the information provided in those discussions, the following are the data sources they have referred us to: o Publicly available market information regarding pricing and spreads on asset-backed securitization transactions. o The filings of other companies valuing residual assets from receivables securitizations. o The indicative risk premiums for bonds issued under the Company's securitization program, developed by investment bankers' trading desks. Because there is no trading activity in the Company's bonds, the indicative risk premiums are based on estimates by the trading desk after looking at trading data on other transactions. - Projected Expense - the valuation uses the contractual reimbursement rate, plus the actual rate for other fees collected, which have varied very little over time, plus a premium that the Company expects a market participant would require to maintain the portfolio performance at the same standard being achieved currently. The premium was based on the Company's review of the servicing fees required in other securitization transactions. - Expected Losses - the expected loss rate assumption is based in part on the Company's historical loss experience, plus a premium that the Company expects a market participant would require. The premium is set based on the range of the net loss rates experienced by the Company over time, in light of the performance of other consumer credit portfolios and reports issued by the agency rating the QSPE's bonds. The Company's historical experience, and thus this assumption incorporate the effects on losses of the benefits of the credit insurance policies sold to its customers and the benefits of the secured interest held in the products sold. - Portfolio Yield - the portfolio yield assumption is based on the Company's historical experience. Since all contracts are generated based on a fixed rate of interest, generally based on state statutory maximum rates, and the Company rarely varies the rate charged, it expects a market participant would utilize the historical experience. - Payment Rate - the payment rate assumption is based on the Company's historical experience. Since all contracts are generated based on standard terms, which rarely vary, and the weighted average life of the portfolio has varied very little over time, the Company expects a market participant would utilize the historical experience. - Delinquency Rate - the delinquency rate assumption is based on the Company's historical experience and is adjusted according to the Company's estimation of the expectations of a market participant, in light of recent trends in the portfolios and other consumer credit. 3. We note your disclosure in various Form 8-K current reports filed throughout the year that you periodically re-age your credit portfolio. Please describe the policies and methods used to re-age the accounts in your credit portfolio to us in detail and the basis or rationale for re-aging the accounts. Also, please tell us, and quantify to the extent practicable, how your re-aging policy affects the aging of your credit accounts and the determination of delinquencies, charge-offs and recoveries, and historical loss rates, as well as the impact on the assumptions used to estimate the fair value of your interest in securities assets and probable losses on customer receivables not sold to your qualified special purpose entity for each year presented. Unlike many finance companies, the Company's finance programs are integral to its retail sales efforts. Accordingly, given the Company's focus on customer service and building long-term relationships with its customers, in administering its finance programs the Company strives to coach its customers into a habit of making consistent payments on amounts owed to the Company. As part of this effort, at times, when a customer experiences hardships (loss of job, extraordinary medical payments, etc.) the Company will work with the customer to help them arrange a payment plan that will result in ultimate collection of the receivable and allowing the customer to maintain a long-term relationship with the Company. One of the ways the Company works with its customers to achieve these goals is through its re-aging process. As a result of the re-aging process, the customer's account can be brought into a current status. The following are the core re-aging policies and methods used by the Company: - Standard Extension - the customer pays the interest due on the account for the number of months past due and the contractual term on the contract is increased accordingly. - Hardship Extension - this program is available to customers that are 120+ days past due. If, over a two month period, the customer makes two full monthly payments and pays two months of interest, an account that is up to 210 days past due can be brought current. The contractual term on the contract is increased accordingly. - Revolving Account Re-age - if a revolving account customer that is past due makes two consecutive full monthly payments, the account can be brought current. - Due Date Changes - typically applies to customers that are working with a consumer credit counseling service and similar circumstances, which may not require a payment by the customer. The contractual term on the contract is increased, as applicable, based on the past due status of the account. In addition to the requirements of the re-aging methods discussed above, the following are standard criteria that typically must be met before an account can be re-aged: - A customer may be offered a re-age program only once every six months. - Collections personnel must contact the customer and verify contact information and source of income to verify the customer's ability to make payments. - Any exceptions to the above requirements must be approved by an authorized credit collection manager. - Over the past 24 months, the Company has re-aged each month, on average, approximately 2.8% of active, outstanding balances, with Standard and Hardship Extensions representing approximately 2.7%. The Company ages accounts based on the contractual due date and an account is considered delinquent if a payment is not received by the scheduled due date. Typically, if an account meets the requirements discussed above and is approved to be re-aged, the account is considered to be current. By offering these programs, many customers have been able to re-establish regular monthly payment schedules and pay-off their credit accounts, avoiding charge-off and the related negative credit bureau reporting ramifications. Ultimately, customers that are not able to maintain a regular monthly payment schedule after being re-aged will likely be charged-off or go through the voluntary repossession process. The re-age programs have been utilized consistently by the Company for many years and have not varied significantly over time. As a result, the Company has been able to maintain consistent delinquency, charge-off and re-age performance year after year. Since the re-aging of accounts has been a long-term, consistent practice of the Company and the delinquency trends, charge-off trends and payment rate trends inherently incorporate the effects of the re-aging process, typically no additional adjustment is necessary when completing the Company's estimate of fair value of its interests in securitized assets or the estimated loss reserve for customer receivables not sold to the QSPE. The act of re-aging an account does not have a direct impact on the loss reserve or loss rate assumption since the charge-off policy (120 or more days past due and seven-months with no payment) criteria would not be met if a valid, full-payment payment is made, whether the account is re-aged or not. Additionally, since the loss rate and loss reserve are calculated on the total receivable balances (see Question #1), the aging of the receivable has no direct impact on the loss rate or loss reserve calculations. Adjustment of the fair value assumptions or loss reserves estimates is considered when circumstances, portfolio performance or market trends, indicate a market participant may change their expectations about portfolio performance, as evidenced by the increase in the loss rate assumption used in the fair value calculation, beginning with the October 31, 2008 calculation. 4. Please tell us how your delinquency rates, charge-offs and recoveries, aging policies and underwriting standards or other lending policies compare with other market place participates [sic] and the causes and other factors to which you attribute any significant differences. If meaningful, please tell us the differences between your proprietary standardized credit scoring model and pre-determined aging charge-off criteria described on page 13 and those of other market place participants. Given the Company's financing program focus on retail consumer credit, the following response is based on a comparison to consumer credit card lenders, which the Company believes are the most comparable market participants available for this review. The following summarizes the Company's comparison of data available from the Prime Credit Card ABS Index (from Fitch Ratings): Conn's Index ------ ----- Data range is for the past four years Delinquency Rate (60+ days) as of January 31st each year 6.6% to 7.6% 2% to 4% (approx.) Charge-off Rate - Net of Recoveries 2.5% to 3.3% N/A Charge-off Rate - Gross 3.1% to 3.7% 3% to 7% (approx.) While the Company does not have direct knowledge of the aging policies used by the companies in the index to determine delinquency statistics, it is aware that there are two common aging practices used - Contractual Aging and Recency Aging. The Company uses the Contractual Aging practice, which determines past due status based on the contractual due date, which is the number of days since the next contractual due date. Whereas, Recency Aging is based on the date the customer last made a payment. The Company believes the Contractual Aging practice provides a more accurate reflection of its customers' performance relative to their contractual obligation. With respect to underwriting and lending policies, the Company believes its proprietary scoring model gives it an advantage in managing credit risk. The Company understands that the majority of market participants in the credit card industry makes underwriting decisions based primarily on customer credit risk and typically lend on an unsecured basis with no down payments. However, the Company's underwriting process considers: - customer credit risk (87% of transactions include a review of the customer's bureau report by a trained underwriter), - product risk (the Company monitors charge-off performance by product category), and - down payment (the weighted average down payment received was between 8% and 10% over the past two fiscal years, with the average down payment on the Secondary Portfolio averaging over 20%). - Additionally, the vast majority of the Company's sales are of products that are durable home necessities that the customer will have in their home for years to come. Combined with the Company's secured interest in the product, the Company has significant leverage in the collection process that does not typically exist in credit card receivable collections as many purchases on a credit card are for consumables (food, gas, clothing, etc.) and are rarely, if ever, secured. The Company's pre-determined aging charging off criteria requires an account to be charged-off when it is 120 days or more past due and a payment has not been made on the account in seven months. The Company understands that credit card lenders' charge-off criteria generally are based solely on past due status. As discussed in Question #3, the Company's focus is on customer service and building long-term relationships with its customers. In administering its finance programs, the Company strives to coach its customers into a habit of making consistent payments on amounts owed to the Company. As compared to credit card companies whose primary focus is typically solely on its collection efforts, because of the high level of integration of the Company's finance programs with its retail sales efforts, the Company attempts to build a long-term retail sales and finance relationship with the customer. The Company believes that the unique nature of its underwriting and lending practices, as compared to credit card lenders, and its desire to build a long-term retail sales and finance relationship with the customer has allowed it to maintain consistent credit portfolio performance over a long period of time. ****** Should any member of the Staff have any questions or additional comments regarding the responses to the Comment Letter set forth above, please do not hesitate to call the undersigned at (214) 855-7177. Sincerely, /s/ D. Forrest Brumbaugh ------------------------ D. Forrest Brumbaugh DFB:pl Enclosures cc: William Thompson, Accounting Branch Chief, Securities and Exchange Commission Tony Watson, Accountant, Securities and Exchange Commission Scott Anderegg, Staff Attorney, Securities and Exchange Commission Ellie Bavaria, Special Counsel, Securities and Exchange Commission Thomas J. Frank, Sr., Conn's, Inc. Sydney K. Boone, Conn's, Inc. Michael J. Poppe, Conn's, Inc.