Exhibit 10.1


                              HEILIG-MEYERS COMPANY
                          DIRECTOR STOCK OWNERSHIP PLAN

                        As Amended Effective July 1, 1999


         HEILIG-MEYERS  COMPANY (the "Company")  hereby adopts the Heilig-Meyers
Company Director Stock Ownership Plan.

         1.  Purpose.  The purpose of the Director  Stock  Ownership  Plan is to
increase the level of ownership of the  Company's  common stock by  non-employee
directors.  The Plan  replaces the  practice of paying  director  retainer  fees
solely in cash by paying at least 50% of such fees in Company  common  stock and
allowing directors to receive up to 100% of the fees in Company common stock all
as set forth in the Plan. The Plan has been adopted by the Board of Directors of
the  Company  subject to  approval by the  Company's  shareholders.  The Plan is
intended to conform to the provisions of Rule 16b-3 of the  Securities  Exchange
Act of 1934, as amended, or any replacement rule in effect from time to time.

         2.  Definitions.  As  used  in  the  Plan, the following terms have the
meanings indicated:

                  (a) "Annual Meeting Date" means the date of the annual meeting
                      of the  Company's  shareholders  at  which  directors  are
                      elected.

                  (b) "Award" means the award of Company Stock under the Plan.

                  (c) "Award  Date"  means  the  first day on which the New York
                      Stock Exchange is open in the month immediately  following
                      the Annual Meeting Date.

                  (d) "Beneficiary"   is  the   person(s)   and/or   entity(ies)
                      designated by a Participant  to receive the  Participant's
                      Deferred Stock Account at the death of the Participant. If
                      no Beneficiary is designated, or if none of the designated
                      Beneficiary(ies) survive the Participant,  the Beneficiary
                      shall be the Participant's  surviving spouse,  for married
                      Participants,  or the Participant's  estate, for unmarried
                      participants.

                  (e)  "Board" means the Board of Directors of the Company.

                  (f) "Committee" means the Compensation  Committee of the Board
                      that shall administer the Plan.

                  (g) "Company"   means   Heilig-Meyers   Company,   a  Virginia
                      corporation, or any successor corporation.

                  (h) "Company Stock" means common stock of the Company.  In the
                      event of a change in the capital  structure of the Company
                      (as  provided in Section 10),  the shares  resulting  from
                      such a change  shall be deemed to be Company  Stock within
                      the meaning of the Plan.

                  (i) "Compensation"  means the amount of retainer  fees payable
                      to  each  Eligible   Director  with  respect  to  services
                      rendered  to the  Company as a  director  during a Service
                      Period.  Compensation  does not include fees for attending
                      meetings of the Board or committees of the Board.

                  (j) "Deferred  Stock" means shares of Company  Stock  deferred
                      pursuant to a deferral election under Section 8.

                  (k) "Deferred  Stock Account"  means an account  maintained by
                      the Company or as part of the Trust established hereunder.


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                  (l) "Effective  Date"   means the date the Plan is approved by
                      the Company's shareholders.

                  (m) "Election  Period"  means the 120-day  period  immediately
                      preceding the first day of a Service Period, or such other
                      period  as  determined  by the  Committee.  For the  first
                      Service  Period  beginning  with the Effective  Date,  the
                      Election  Period  shall  be the  period  beginning  on the
                      Effective Date and ending on the first Award Date. For the
                      first Service Period following a director's first election
                      to the  Board,  the  Election  Period  shall be the period
                      beginning  on the date of the  director's  election to the
                      Board  and  ending  on the  first  Award  Date  after  the
                      director's election.

                  (n) "Eligible  Director"  means  a   director  who  is  not an
                      employee of the Company or a Subsidiary.

                  (o) "Fair Market Value" means,  on the Award Date, the average
                      of the highest and lowest  registered  sales prices of the
                      Company  Stock on the exchange on which the Company  Stock
                      generally has the greatest trading volume.

                  (p) "Participant"  means  any  Eligible  Director  entitled to
                      receive an Award under the Plan.

                  (q) "Plan"  means  this  Heilig-Meyers Company  Director Stock
                      Ownership Plan.

                  (r) "Rule  16b-3"  means  Rule  16b-3  promulgated  under  the
                      Securities  Exchange Act of 1934, as amended.  A reference
                      in the Plan to Rule 16b-3 shall include a reference to any
                      corresponding  subsequent  rule or any  amendments to Rule
                      16b-3 enacted after the Effective Date.

                  (s) "Service  Period"  means  the  period  beginning  with the
                      Annual  Meeting Date and ending on the day  preceding  the
                      next Annual Meeting Date.

                  (t) "Subsidiary" means an entity of which the Company owns 50%
                      or more of the total combined  voting power of all classes
                      of stock.

                  (u) "Trust" means the Heilig-Meyers  Company Director Deferred
                      Compensation  Trust or an individual trust established for
                      the benefit of an Eligible Director.

         3.  Participation.      All  Eligible  Directors  shall   automatically
participate in the Plan.

         4. Stock.  The Company has reserved an  aggregate of 600,000  shares of
Company Stock for issuance pursuant to the Plan. The aggregate number is subject
to adjustment as provided in Section 10. In the event of a change in the capital
structure of the Company (as provided in Section 10), the shares  resulting from
such change shall be deemed to be Company  Stock within the meaning of the Plan.
The aggregate number of shares of Company Stock reserved shall be reduced by the
issuance of shares under the Plan.

         5. Automatic Share Awards. As of each Award Date, each Participant will
receive the number of shares of Company Stock (rounded down to the nearest whole
share)  determined  by dividing (i) an amount equal to 50% of the  Participant's
Compensation, by (ii) the Fair Market Value of the Company Stock.

         6. Election of Additional Company Stock.

                  (a) During the Election Period related to each Service Period,
a Participant may elect to receive an additional percentage of the Participant's
Compensation  in the  form  of  Company  Stock.  The  election  may  be for  any
percentage  of the  Compensation  above 50% up to 100%.  The  election  shall be
irrevocable as to the Award for the Service Period and shall be made by filing a
written election with the Company during the Election Period.


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                  (b) If a  Participant  makes an  election  pursuant to Section
6(a),  as of the next Award Date,  the  Participant  will  receive the number of
shares of Company Stock (rounded down to the nearest whole share)  determined by
dividing (i) the elected percentage of the Participant's  Compensation,  by (ii)
the Fair Market Value of the Company Stock.

          7. Provisions Relating to Company Stock.  All  Company  Stock  granted
under the Plan shall be subject to the provisions of this Section.

                  (a) Company  Stock shall  automatically  be awarded  under the
Plan as  provided  under  Sections  5 and 6.  If at any  time  there  may not be
sufficient  shares  available  under the Plan to permit  automatic  Awards,  the
automatic  Awards shall be reduced pro rata (to zero, if necessary) so as not to
exceed the number of shares then available under the Plan.

                  (b) When Company Stock is issued,  a certificate  representing
the shares of Company Stock  awarded  shall be registered in each  Participant's
name or other evidence of ownership  shall be provided to the Participant by the
Company's transfer agent.

          8.  Deferred Stock.

                  (a) During the Election Period prior to each Service Period, a
Participant  may  elect to  defer  receipt  of part or all of the  Participant's
Company Stock payable with respect to the Service  Period.  A Participant  shall
designate a date on which payment shall be made. The deferral  election shall be
irrevocable  as to Awards for the  Service  Period and shall be made by filing a
written election with the Company during the Election Period.

                  (b) If a  Participant  makes an election  pursuant to (a), the
Company shall credit to the  Participant's  Deferred Stock Account the number of
shares of  Company  Stock  granted  under  the Award  (the  Deferred  Stock).  A
Participant's interest in such Deferred Stock Account may not be sold, assigned,
transferred,  pledged,  hypothecated or otherwise encumbered. At its discretion,
the Company may also  transfer the same number of shares of Company Stock to the
Trust.

                  (c)  When a cash  dividend  is  paid  on  Company  Stock,  the
dividend shall be reinvested in additional shares of Company Stock that shall be
added to the Participant's  Deferred Stock Account. Each Participant's  Deferred
Stock  Account  shall be adjusted to take into  account any stock  dividends  or
other non-cash distributions pursuant to Section 10 below.

                  (d) A Participant  shall receive payment of the Deferred Stock
Account on the distribution date specified by the Participant. A Participant may
change the  distribution  date previously  elected by filing a new election with
the Company.  The new election shall not be effective until six months after the
Company receives it.

                  (e) If a  Participant  dies  before  receiving  payment of the
Deferred Stock Account  pursuant to subsection (d) above, the Beneficiary of the
Participant  shall receive  payment of the Deferred  Stock Account in accordance
with the Participant's election.

                  (f) If a Participant or  Beneficiary  has the right to receive
payment of the  Participant's  Deferred Stock Account pursuant to subsection (d)
or (e) above,  the Company shall  distribute or cause the Trust to distribute to
the Participant or Beneficiary that number of whole shares of Company Stock that
is equal to the number of whole shares of Company  Stock that are then  credited
to the  Participant's  Deferred  Stock  Account.  The shares of Company Stock so
distributed shall not be subject to the provisions described in Section 7.


         9.  Issuance of Company  Stock.  The  Company  shall not be required to
issue or deliver any certificate for shares of Company Stock before (i) approval
of the Plan by the Company's shareholders,  (ii) the admission of such shares to
listing on any stock  exchange  on which the  Company  Stock may then be listed,
(iii) receipt of any required registration or other qualification of such shares
under any state or federal law or regulation  that the  Company's  counsel shall
determine is necessary or advisable,  and (iv) the Company is satisfied that all
applicable legal  requirements have been complied with. The Company may place on
a certificate  representing  Company  Stock any legend  deemed  necessary by the
Company's  counsel to comply  with  federal or state  securities  laws.  Until a
certificate has been issued in the Participant's  name for the shares of Company
Stock acquired, the Participant shall possess no shareholder rights with respect
to the shares.


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         10. Effect of Stock  Dividends and Other Changes in Capital  Structure.
Appropriate  adjustments  shall be made  automatically to the number and kind of
shares to be issued under the Plan,  and any other  relevant  provisions  of the
Plan if  there  are any  changes  in the  Company  Stock  by  reason  of a stock
dividend,  stock  split,  combination  of  shares,  spin-off,  reclassification,
recapitalization, merger, consolidation or other change in the Company's capital
stock  (including,  but not limited to, the creation or issuance to shareholders
generally  of rights,  options or warrants  for the  purchase of common stock or
preferred  stock of the Company).  If the  adjustment  would produce  fractional
shares,  the  fractional  shares shall be  eliminated by rounding to the nearest
whole share. Any such adjustments  shall neither enhance nor diminish the rights
of a Participant.

         11.  Administration of the Plan. The Committee shall be responsible for
the proper  implementation  of the Plan.  The  Committee  shall not exercise any
discretion with respect to the  administration  of the Plan. The Committee shall
have all  powers  vested  in it by the terms of the Plan.  Any  decision  of the
Committee with respect to the Plan shall be final and conclusive.  The Committee
may act only by a majority of its members in office, except that the members may
authorize  any one or more of their  number or any  officer  of the  Company  to
execute and deliver  documents on behalf of the  Committee.  The  Committee  may
consult with counsel, who may be counsel to the Company, and shall not incur any
liability for action taken in good faith in reliance upon the advice of counsel.

         12.  Expiration  and  Termination  of the Plan.  Company Stock shall be
awarded  under the Plan until the Plan is  terminated by the Board or until such
earlier  date when  termination  of the Plan shall be  required  by law.  If not
sooner  terminated,   the  Plan  shall  terminate  automatically  on  the  tenth
anniversary of the Effective Date.

         13.  Amendments.  The Board may from time to time make such  changes in
and  additions to the Plan as it may deem  appropriate;  provided that no change
shall be made that  increases  the total number of shares  reserved for issuance
under the Plan (except pursuant to Section 10), unless such change is authorized
by the shareholders of the Company. The Board may unilaterally amend the Plan as
it deems appropriate to ensure compliance with Rule 16b-3. Except as provided in
the preceding sentence, the termination of the Plan or any change or addition to
the Plan shall not,  without the  consent of any  Participant  who is  adversely
affected thereby,  alter any Awards previously made to the Participant  pursuant
to the Plan.

         14. Rights Under the Plan.  Participation  in the Plan and the right to
receive  Company  Stock  under  the  Plan  shall  not  give  a  Participant  any
proprietary  interest in the Company,  or any Subsidiary or any of their assets,
nor ensure that the  Participant  will be nominated for election to the Board in
the future.

         15. Notice. All notices and other communications  required or permitted
to be given  under the Plan shall be in writing and shall be deemed to have been
duly given if delivered  personally or mailed first class,  postage prepaid,  as
follows:  (a) if to the  Company,  at its  principal  business  address,  to the
attention of the Secretary;  (b) if to any  Participant,  at the last address of
the  Participant   known  to  the  sender  at  the  time  the  notice  or  other
communication is sent.

         16. Governing Law/Interpretation. Generally, the Plan shall be governed
by the laws of the  Commonwealth  of  Virginia.  The terms of this Plan are also
subject to all present and future rulings of the Securities  Exchange Commission
with respect to Rule 16b-3. If any provision of the Plan would cause the Plan to
fail to meet the  requirements  of Rule 16b-3,  then that  provision of the Plan
shall be void and of no effect.

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