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Hy-Vee Introduces Midwest Shoppers to Joe Fresh Fashion Apparel and Accessories

July 26, 2019 | News & Press Releases

WEST DES MOINES, Iowa (July 26, 2019) — Hy-Vee, Inc. announces today select store locations will offer fashion apparel and accessories for women, men, children and baby in partnership with Joe Fresh.

Joe Fresh, one of Canada’s leading fashion retailers, offers affordable products with essential style, smart value and everyday relevance. Hy-Vee’s introduction of a Joe Fresh shop-in-shop will be the first of its kind to Midwest shoppers.

“Quality clothing, accessories, footwear and beauty will always serve as a top need for the American consumer, which is why we’ve made these solutions available to our shoppers,” said Darren Baty, executive vice president of non-foods for Hy-Vee. “Hy-Vee’s goal is to provide its customers the very best in all lifestyle categories in a convenient and easy-to-shop format.”

The below markets will offer Joe Fresh apparel, accessories, footwear and beauty for women, men, children and baby in select Hy-Vee locations. Product categories and offerings will vary by store.

• Des Moines, Iowa
• Kansas City, Missouri
• Lincoln, Nebraska
• Minneapolis, Minnesota
• Omaha, Nebraska
• Rochester, Minnesota
• Grand Island, Nebraska

In 2017, Hy-Vee announced its innovative and groundbreaking partnership with F&F, an international-leading fashion retailer with nearly 750 locations across Central Europe and Asia, in select stores. With today’s announcement, Hy-Vee will now partner with Joe Fresh as its clothing retailer of choice.

“At Hy-Vee, we focus on the evolving lifestyles of our customers, and we continuously look for ways to make our customers’ lives easier, healthier and happier,” Baty said. “We transitioned our fashion retail partnership to Joe Fresh to offer larger product diversity with Midwestern styles that we believe will be appealing to the Hy-Vee shopper.”


Hy-Vee, Inc. is an employee-owned corporation operating more than 260 retail stores across eight Midwestern states with sales of $10 billion annually. The supermarket chain is synonymous with quality, variety, convenience, healthy lifestyles, culinary expertise and superior customer service. Hy-Vee ranks in the Top 10 Most Trusted Brands and has been named one of America’s Top 5 favorite grocery stores. The company’s more than 80,000 employees provide “A Helpful Smile in Every Aisle” to customers every day. For additional information, visit

About Joe Fresh
Essential Style. Exceptional Value. Founded in 2006, Joe Fresh offers accessible, modern design in lifestyle collections for women, men and children. Today one of Canada's leading fashion retailers, Joe Fresh brings a contemporary point of view to everyday wardrobe favorites full of color, polish and thoughtful details. In categories spanning apparel, accessories, footwear and beauty, Joe Fresh provides quality and style for the entire family. In Canada, Joe Fresh products are available in more than 1,450 retail locations; including over 350 Loblaw locations, 1,300 Shoppers Drug Mart locations, 11 freestanding Joe Fresh stores and Joe Fresh is also available internationally through local partners in the Philippines and the United States. For more information, please visit