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Hy-Vee HealthMarket store makes debut

Lifestyle retail format features array of health amenities

Russell Redman

August 3, 2018

2 Min Read
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Hy-Vee Inc. this week opened its first Hy-Vee HealthMarket store in West Des Moines, Iowa.

The new format, a stand-alone version of the retailer’s HealthMarket store-within-a-store concept, is geared toward consumers focused on a healthy lifestyle and features more than 11,000 items.

At 15,700 square feet, the Hy-Vee HealthMarket carries many of the same items as the company’s namesake supermarkets, including fresh produce, meat and seafood, dairy and frozen food. It also offers organic produce, Hy-Vee Short Cuts pre-cut vegetables and fruit, and Hy-Vee Mealtime Kits.

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The store, located at at 375 South Jordan Creek Pkwy., also serves up an array of health-related amenities, led by a full-service pharmacy and a health clinic but also including a hearing aid center (offering free hearing tests) and a sports nutrition area.

Along with Hy-Vee Aisles online grocery shopping and pickup, the Hy-Vee HealthMarket houses a hydration station with nitro coffee, kombucha and Bevi infused waters, and a nearly 3,000-square-foot Orangetheory Fitness center is attached to the store. Also featured is the retailer’s Basin beauty care brand, which specializes in all-natural bath and body products.

“We can’t wait for Hy-Vee customers to experience this new store concept, which offers products and services to meet all of their health and wellness needs,” stated Matt Pertzborn, store director at the Hy-Vee HealthMarket in West Des Moines. “Shopping for healthy lifestyle and personal care items while picking up your groceries has never been easier.”

The first 500 shoppers received goodie bags with products from the new store, which is open from 6 a.m. to 10 p.m. seven days a week.

Hy-Vee CEO Randy Edeker told the Des Moines Register that the Hy-Vee HealthMarket store is a “trial run.” But Edeker added that he envisions the chain having 50 to 60 such stores, including new stores to be constructed next year in the Kansas City area and Madison, Wis.

Overall, West Des Moines-based Hy-Vee operates more than 245 stores across eight Midwestern states.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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