Hy-Vee continues to add new products and services to its store to attract customers.
Patt Johnson/The Register
Hy-Vee Inc. will open its first HealthMarket store near Jordan Creek Town Center in West Des Moines next week.
The new concept for the West Des Moines-based grocery chain is an expanded version of the HealthMarkets featured inside its larger stores, with fresh produce, natural and organic foods, vitamins and supplements along with meat and other groceries.
At 15,700-square-feet, this pilot project is almost three times larger than the HealthMarkets found inside Hy-Vee grocery stores.
“This is a trial run,” said Randy Edeker, Hy-Vee Inc. chief executive. “I already see some things I’d do different.”
Edeker opened the new store, 375 S. Jordan Creek Parkway, to media and employees Wednesday. It’s scheduled to open on Tuesday.
Competitive pressure from grocers like Fresh Thyme and Sprouts have forced Hy-Vee to explore adding more HealthMarket stores, he said.
“I see us having 50 or 60 of these,” he said. Hy-Vee expects to build two next year, one in the Kansas City area and one in Madison, Wisconsin, he said.
In addition to groceries, the HealthMarket has a pharmacy, health clinic and sports nutrition area. Customers can stop at a “hydration station” that sells nitro coffee, kombucha and infused water. Hy-Vee’s new Basin beauty and baths products department also is featured in the new store.
Customers ordering groceries through Hy-Vee’s Aisles Online program will be able to pick up orders in the store or have store workers deliver them to a car.
It will feature a new-to-Hy-Vee hearing aid department. Hy-Vee has partnered with Lucid Technologies, which has created a line of hearing aids for the grocery chain. The private label hearing aids are called Capsure.
Store Director Matt Pertzborn said the West Des Moines location was chosen because of the number of large businesses and residential developments in the area.
“This concept fits here because people in the offices can order groceries and pick them up on their way home,” he said.
In keeping with the healthy lifestyle theme, a fitness center is connected to the HealthMarket.
Orangetheory Fitness offers training classes in a group environment, said Kari Griffiths, who helps run the business with owners Nate McFarland and Richard Tuma.
Griffiths said being connected through a doorway with Hy-Vee offers members “one stop shopping for wellness.”
Members can work out and take care of all their dietary and health needs at the adjoining Hy-Vee, she said.
Hy-Vee first partnered with Orangetheory last year when it opened a fitness center at its Shakopee, Minnesota, grocery store.
Future collaborations are possible, Griffiths said.
Orangetheory offers hourlong, full-body workouts that include strength training and cardio. Members’ heart rates are posted during the workouts on a large screen. Certified trainers lead the exercises.
Several hundred people have signed up for the fitness center, which will open Tuesday, but start classes a few days later, she said.
Hy-Vee originally planned to open a small grocery store and gas station on the spot where the HealthMarket is located. Edeker said a Fast and Fresh store, which includes gas pumps and meals to go, likely will be developed near the West Des Moines HealthMarket in the future.
Hours at the Hy-Vee HealthMarket will be 6 a.m. to 10 p.m.
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