Strange bedfellows? DSW partners with supermarket chain Hy-Vee

Designer Brands Inc., parent of DSW Designer Shoe Warehouse and other banners, has an unlikely partner. 

Designer Brands is teaming up with grocery chain Hy-Vee, which operates over 265 stores across eight Midwestern states, in a multi-stage pilot that starts with making DSW product available on Hy-Vee’s website. DSW and Hy-Vee are also developing buy-online-and-pick-up in-store capabilities which will roll out in several  DSW in-store shops in Hy-Vee locations “over time.”

In addition, and prior to the rollout of the shop-in-shop locations, the companies will launch a pilot of top-selling family footwear displayed in a pallet format in more than 120 Hy-Vee stores. The partnership was announced as Designer Brands’ nearly 1,000 locations remain closed indefinitely due to the Covid-19 pandemic. 

Designer Brands said the partnership gives it  the ability to deliver differentiated products and experiences, part of its long-term strategy for growth, while infusing its commercial business with renewed energy and possibility.

"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 CEO Roger Rawlins. "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."  

As an innovator in the grocery industry, Hy-Vee's partnership with Designer Brands provides another way to bring quality and convenience to customers throughout its eight-state region. 

"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. "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."