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New format launched by Hy-Vee

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WEST DES MOINES, Iowa — Hy-Vee Inc., a leader in making its stores a true health and wellness destination, has opened its first HealthMarket here, a concept store envisioned as a one-stop shop for health-conscious ­shoppers.

The 15,700-square-foot store combines several of the initiatives and partnerships Hy-Vee has undertaken in recent years to spur growth and keep current with consumers’ evolving preferences. The store also includes a few new experiments, including a hearing aid department operated by Lucid Hearing, which has an audiologist on the premises to perform free hearing tests and sell a private label line of hearing aids called Capsure, which was developed for Hy-Vee.

Other in-store health services include a pharmacy, a medical clinic and dietary consultations with a Hy-Vee dietitian.

Shoppers can directly enter an adjacent fitness studio operated by Orangetheory Fitness, a ­provider of group personal training sessions and interval fitness programs, and a Hy-Vee partner since last year.

A sports nutrition department features supplements, protein powders and nutrition bars, including products in the Performance Inspired line cofounded by actor, director and entrepreneur Mark Wahlberg. Hy-Vee has exclusive rights to the line in its eight-state region. A variety of probiotics and homeopathic products are also offered in the store, along with expansive selections of beauty and wellness items.

Food shoppers can find an array of fresh-prepared items, meal solutions, contemporary beverages, frozen food, and organic fruits and vegetables. “A lot of customers today can live out of this store,” says Randy Edeker, Hy-Vee’s chairman and chief executive officer.

Edeker believes that the store’s relatively small footprint is offset by an adjacent pickup destination for shoppers who order from the retailer’s Aisles Online e-commerce platform and then schedule a time to drive to the store, where an employee will deliver the merchandise to their vehicle.

The new HealthMarket was built in a fast-growing area in Des Moines that is a stone’s throw away from an upscale shopping center and corporate campuses occupied by workers in the financial services and insurance sectors.

Hy-Vee executives emphasized that HealthMarket represents a chance for the retailer to experiment with ways to serve the growing segment of the customer base that is trying to be more selective about what they put into their bodies. “It’s a concept store — we’ll see how it goes,” says Matt Pertzborn, the store’s director.

Edeker says Hy-Vee has two more HealthMarket stores planned, in the Kansas City area and in Madison, Wis., and he sees room for several more.


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