Hy-Vee’s First DSW Shop-in-Shops Packed With Tech

Jamie Grill-Goodman
Editor in Chief
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After a pilot announced in April, supermarket retailer Hy-Vee has opened its first DSW Designer Shoe Warehouse shop-in-shops in the Twin Cities. The first locations opened at the Brooklyn Park and Eagan Hy-Vee stores with four more locations scheduled to open over the next two weeks. 

The DSW shop-in-shops are a new concept, resulting from Hy-Vee’s partnership with Designer Brands Inc., parent company of footwear and accessories retailer DSW. The new shop-in-shops offer customers a digitally supported, in-store shopping experience, featuring footwear products for women, men and kids. 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 and have their order shipped directly to the store. Customers are notified via text when their order is ready to be picked up and are provided a code to enter at the locker. Additionally, 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 and shipped directly to a customer’s home or shipped to the store’s DSW pickup locker. 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, Hy-Vee’s 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.” 

“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 Designer Brands chief growth Officer Bill Jordan. “Designer Brands continues to innovate the retailing experience and we remain committed to bring our customers differentiated experiences and address their evolving shopping habits.”  

Hy-Vee plans to open several more shop-in-shop locations across its eight-state region in 2021, but the new DSW shop-in-shops can be found at the following locations:

•    Brooklyn Park Hy-Vee, 9409 Zane Ave. N., Brooklyn Park, MN; Open
•    Cottage Grove Hy-Vee, 7280 E. Point Douglas Road S., Cottage Grove, MN; Opens Sept. 25
•    Eagan Hy-Vee, 1500 Central Park Commons Dr., Eagan, MN; Open
•    Lakeville Hy-Vee, 16150 Pilot Knob Road, Lakeville, MN; Opens Sept. 25
•    Savage Hy-Vee, 6150 Egan Drive, Savage, MN; Opens Oct. 2
•    Shakopee Hy-Vee, 1451 Adams St. S., Shakopee, MN; Opens Oct. 2