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Hy-Vee to open DSW footwear ‘shop-in-shops’

Partnership with Designer Brands initially to launch online due to COVID-19

Russell Redman

April 15, 2020

2 Min Read
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Initially, because of the coronavirus pandemic, Hy-Vee and Designer Brands will launch a digital experience through Hy-Vee.com.Designer Brands

Hy-Vee plans to sell footwear and accessories online and in stores under a partnership with Designer Brands Inc., the operator of DSW Designer Shoe Warehouse stores.

Initially, because of the coronavirus pandemic, the partners will launch a digital experience through Hy-Vee.com, Columbus, Ohio-based Designer Brands said Wednesday. Plans call for several DSW Designer Shoe Warehouse “shop-in-shops” to be rolled out to Hy-Vee stores over time.

Before the store-within-a-store locations launch, the companies will pilot a pallet format of top-selling family footwear in more than 120 Hy-Vee stores. Designer Brands and Hy-Vee said they also are developing buy-online/pick-up in-store capabilities.

“Quality footwear and accessories will always serve as a top need for the American consumer, which is why we’ve made these solutions available to our shoppers,” Hy-Vee Chairman, CEO and President Randy Edeker said in a statement. “Hy-Vee’s goal is to provide its customers the very best in all lifestyle categories in a convenient and easy-to-shop format, and we’re proud to partner with a company that shares the same vision.”

Designer Brands said the partnership enables it to deliver differentiated products and experiences, part of its long-term growth strategy. One of North America’s largest designers, producers and retailers of footwear and accessories, the company operates nearly 1,000 stores under the DSW Designer Shoe Warehouse, The Shoe Company, and Shoe Warehouse banners and, through its Affiliated Business Group, services footwear departments at other stores in the United States. Designer Brands designs and makes footwear and accessories via Camuto Group, a leading manufacturer selling in more than 5,400 doors worldwide.

Related:Hy-Vee to sell clothing from Loblaw’s Joe Fresh

“We are excited to be growing in new categories and delivering DSW’s mission of inspiring self-expression to Hy-Vee customers,” commented Designer Brands CEO Roger Rawlins. “Our commercial team has positioned itself as the plug-and-play solution to grow in the footwear category. We’re looking forward to working with our incredible partner, Hy-Vee, to offer an amazing assortment of quality footwear for the whole family at a great value.”

The deal with Designer Brands marks Hy-Vee’s second apparel-related partnership within a year. Last July, in selected stores, the Midwestern grocer began carrying clothing, accessories, footwear and beauty under Loblaw Cos.’ Joe Fresh fashion brand. The affordable fashion line is presented in a Joe Fresh-branded “shop-in-shop” department and includes items for women, men, children and babies.

Related:Hy-Vee makes beauty an experience

Overall, West Des Moines, Iowa-based Hy-Vee operates more than 265 retail stores in Iowa, Missouri, Minnesota, Nebraska, South Dakota, Illinois, Kansas and Wisconsin.

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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