DSW Shop-In-Shops Step Into 6 Hy-Vee Supermarkets

Six months after launching a digital shop for DSW  shoe styles on, the retailers are moving their partnership into the brick-and-mortar space. By October 2, DSW shops will open at six Hy-Vee locations in Minneapolis, with additional DSW shop-in-shops slated to open in 2021.

The DSW shop-in-shops will span 1,200 square feet and stock approximately 200 footwear styles that customers can try on, with 100 more options available from the digital showroom wall. The digital wall will showcase the season’s top trending shoes, which shoppers can order using a QR code from and have shipped to their homes. Select Hy-Vee locations will feature in-store DSW pickup lockers where customers can collect their orders.

“Designer Brands continues to innovate the retailing experience and we remain committed to bring our customers differentiated experiences and address their evolving shopping habits,” said Bill Jordan, Chief Growth Officer for DSW parent company Designer Brands in a statement.

“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,” said Randy Edeker, Chairman, President and CEO of Hy-Vee in a statement.


The DSW shop-in-shops are not Hy-Vee’s first foray into fashion retailing. Last year, the supermarket chain launched Joe Fresh at Hy-Vee shops in select locations, as well as online, to offer branded apparel and accessories for women, men, children and babies.

Hy-Vee, Inc. is an employee-owned corporation that operates more than 260 locations in eight Midwestern states.

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