MINNEAPOLIS, Minn. — Hy-Vee Inc. has opened its first DSW Designer Shoe Warehouse “shop-in-shops” in the Twin Cities. The first locations opened in Hy-Vee stores in Brooklyn Park and Eagan, Minn., the company said Monday, and four more locations are scheduled to open over the next two weeks.
The shops are a new concept Hy-Vee developed in partnership with DSW parent company Designer Brands Inc. The 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 dsw.com 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 dsw.com 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.”