Hy-Vee Steps Out With DSW Launch in Twin Cities

Opens first shop-in-shops

Hy-Vee’s first shop-in-shops with DSW Designer Shoe Warehouse opened in two locations in the Twin Cities area, with four more scheduled to open in the next two weeks.

The new concept, announced this spring, offers customers a digitally supported, in-store shopping experience that features popular footwear for men, women and children. At the DSW shop-in-shop, customers can try on the shoes and select from a variety of brands and occasions. The locations also feature a digital showroom wall displaying the top 100 trending shoe options for the season. Shoes on the wall can be ordered via a QR code from and shipped directly to a customer’s home or shipped to the store’s DSW pickup locker.

Select Hy-Vee locations also will feature in-store pickup lockers, where customers can pick up orders placed online at after being shipped directly to the store. Customers are also able to redeem DSW VIP rewards and promotions at the shop-in-shop locations.

“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, chairman, president and CEO of Hy-Vee. “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.”

In addition to the six shop-in-shops in the Twin Cities area, West Des Moines, Iowa-based Hy-Vee plans to open more locations across its eight-state region in 2021.



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