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STORE SPACES

First Look: Hy-Vee’s new store format blends grocery with health and fitness

BY Marianne Wilson

Midwest supermarket operator Hy-Vee has big plans for its new small-store format.

The concept, called Hy-Vee HealthMarket, opened in West Des Moines, Iowa. The 15,700-sq.-ft. space features grocery and healthy lifestyle and personal care items, along with a full-service pharmacy, health clinic and hearing aid center, sports nutrition area, beverage station, and online pickup services. Hy-Vee expects to open two HealthMarket stores in 2018, in the Kansas City and Madison, Wisconsin, markets next year, with the potential for 50 to 60 locations in the future, according to a report by the Des Moines Register.

The new concept is an expanded version of the in-store HealthMarket shops located inside Hy-Vee’s larger stores. It carries many of Hy-Vee’s original store format products such as fresh produce, high-quality meat and seafood, dairy and frozen food items.

“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 HyVee HealthMarket.

An Orangetheory Fitness studio is attached to the store. Hy-Vee first teamed up with the fast-growing Orangetheory in 2017, when it opened a center at Hy-Vee store in Shakopee, Minnesota. Future collaborations between Hy-Vee and Orangetheory are possible.

Hy-Vee is an employee-owned corporation operating more than 245 stores across eight Midwestern states with sales of $10 billion annually.

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