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Footwear and accessories retailer Designer Brands, the parent company of DSW, has announced it is partnering with Midwestern supermarket chain Hy-Vee. Due to the COVID-19 outbreak, the partnership will launch with an online experience to start, which will offer consumers DSW’s digital experience on HY-Vee.com. Both DSW and Hy-Vee are developing buy-online and pick-up in-store capabilities. The partnership will eventually place several small DSW shops within Hy-Vee stores.
"We are excited to be growing in new categories and delivering DSW's mission of inspiring self-expression to Hy-Vee customers," said Designer Brands' Chief Executive Officer Roger Rawlins in a press release. "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."
Before the small shop locations roll out, Hy-Vee and DSW will run a pilot of best-selling family footwear in a pallet format in 120+ Hy-Vee stores. The partnership has benefits for both brands but will help Designer Brands launch part of its long-term strategy for growth while delivering differentiated products and experiences.
For Hy-Vee, their stores cover an eight-state region. The partnership with DSW is another way it can bring convenience and quality to its customers, especially as many grocers aim to be more of a one-stop shop by offering footwear and clothing options to customers within stores.
"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," said Randy Edeker, Hy-Vee's chairman, CEO and president, in the same news release. "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."
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