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Hy-Vee Introduces Midwest Shoppers To Joe Fresh Fashion

Hy-Vee coronavirus, Covid-19

Select store locations of Hy-Vee Inc. will offer fashion clothing and accessories for women, men, children and baby in partnership with Joe Fresh, a leading Canadian fashion retailer.

Hy-Vee’s introduction of a Joe Fresh shop-in-shop will be the first of its kind to Midwest shoppers.

“Quality clothing, accessories, footwear and beauty will always serve as a top need for the American consumer, which is why we’ve made these solutions available to our shoppers,” said Darren Baty, EVP of non-foods for Hy-Vee. “Hy-Vee’s goal is to provide its customers the very best in all lifestyle categories in a convenient and easy-to-shop format.”

The following markets will offer Joe Fresh apparel, accessories, footwear and beauty for women, men, children and baby in select Hy-Vee locations. Product categories and offerings will vary by store: Des Moines, Iowa; Kansas City, Missouri; Lincoln, Nebraska; Minneapolis, Minnesota; Omaha, Nebraska; Rochester, Minnesota; and Grand Island, Nebraska.

In 2017, West Des Moines, Iowa-based Hy-Vee announced its partnership with F&F, an international-leading fashion retailer with nearly 750 locations across Central Europe and Asia, in select stores. Now, Hy-Vee will now partner with Joe Fresh as its clothing retailer of choice.

“At Hy-Vee, we focus on the evolving lifestyles of our customers, and we continuously look for ways to make our customers’ lives easier, healthier and happier,” Baty said. “We transitioned our fashion retail partnership to Joe Fresh to offer larger product diversity with Midwestern styles that we believe will be appealing to the Hy-Vee shopper.”

Hy-Vee, Inc. is an employee-owned corporation operating more than 260 retail stores across eight Midwestern states with sales of $10 billion annually.

About the author


Treva Bennett

After 32 years in the newspaper industry, she is enjoying her new career exploring the world of groceries at The Shelby Report.

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