Joe Fresh partners with U.S. grocery chain Hy-Vee

Loblaw-owned clothing line Joe Fresh has partnered with U.S. grocery store chain Hy-Vee to offer apparel, accessories, footwear and beauty for women, men, children and babies at select stores.

The shop-in-shop concept is launching in seven markets: Des Moines, Iowa; Kansas City, Mo.; Lincoln, Neb.; Minneapolis, Minn.; Omaha, Neb.; Rochester, Minn.; and Grand Island, Neb.

“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, the grocer's EVP of nonfoods, in a press release. “Hy-Vee’s goal is to provide its customers the very best in all lifestyle categories in a convenient and easy-to-shop format.”

In Canada, Joe Fresh products are available in more than 1,450 retail locations; including over 350 Loblaw locations, 1,100 Shoppers Drugmart locations, 11 freestanding Joe Fresh stores and JoeFresh.com.