MINNEAPOLIS, Minn.—If you need shoes while you grocery shop, then visit a Hy-Vee supermarket. In April, Hy-Vee announced a partnership with Designer Brands’ DSW to bring the shoe seller’s top-selling products to Hy-Vee stores. This week, Hy-Vee announced that it has opened the first two DSW store-within-a-stores in the Twin Cities and plans to open four additional locations over the coming weeks.
“We continue to innovate and help today’s consumer by offering them an easier and more convenient way to shop quality footwear for their families,” said Randy Edeker, Hy-Vee chairman, president and CEO. “By combining in-store and online shopping experiences together with DSW, we are able to meet the unique needs of every shopper and make the shopping experience—whether in-store, online or both, seamless.”
The new shop-in-shops offer customers a digitally supported, in-store shopping experience, featuring footwear products for women, men and children, Hy-Vee said. In the DSW shop-in-shop, customers are able to try on shoes and select from a variety of athletic, fashion, casual and iconic brands.
Select locations will feature in-store DSW pickup lockers, allowing customers to order from dsw.com and have their order shipped directly to the store. What’s more, each location also features a DSW digital showroom wall, displaying 100 of the top-trending shoes of the season. Shoes on the wall can be ordered via a QR code from dsw.com and shipped directly to a customer’s home or to a Hy-Vee DSW pickup locker.
Initially, six Minnesota Hy-Vee locations will feature DSW merchandise, including Brooklyn Park, Eagan, Cottage Grove, Lakeville, Savage and Shakopee, Hy-Vee said. Hy-Vee plans to open several more shop-in-shop locations across its eight-state region in 2021.
“We are thrilled to deliver Hy-Vee customers a convenient way to purchase footwear through a digitally supported, in-store experience that offers customers—regardless of their shopping preference—multiple options to view, try and buy shoes,” said Bill Jordan, chief growth officer of Designer Brands, the parent company of DSW. “Designer Brands continues to innovate the retailing experience and we remain committed to bring our customers differentiated experiences and address their evolving shopping habits.”
For more insight on how the Hy-Vee brand is focusing on customer needs, don’t miss “Ideas 2 Go: Hy-Vee Fast and Fresh Focus.”