On July 31, Hy-Vee opened its first store-in-a-store concept with its new Hy-Vee HealthMarket store in West Des Moines. The healthy lifestyle store is spread across 15,700 square feet and offers regular Hy-Vee fare such as fresh produce, meat and seafood, dairy and frozen food. Hy-Vee HealthMarket also offers health-related amenities, such as a full-service pharmacy, health clinic and hearing aid center, sports nutrition area and Aisles Online pickup.
The Hy-Vee HealthMarket also offers a hydration station that includes nitro coffee, kombucha and Bevi infused waters, as well as a nearly 3,000-square-foot Orangetheory Fitness center adjacent to the store. The store also features Basin, a beauty brand specializing in all-natural bath and body products.
“We can’t wait for Hy-Vee customers to experience this new store concept, which offers products and services to meet all of their health and wellness needs,” said Matt Pertzborn, store director at the West Des Moines Hy-Vee HealthMarket. “Shopping for healthy lifestyle and personal care items while picking up your groceries has never been easier,” Pertzborn said.
Hy-Vee CEO Randy Edeker told the media this new concept is a trial, and envisioned plans for 50-60 similar stores next year.