DSW parent company, Designer Brands, has announced a partnership to sell shoes across digital and physical stores owned by Midwestern supermarket chain Hy-Vee.

Due to current statewide stay-at-home orders, the partnership will initially launch with an online experience. DSW and Hy-Vee are developing buy-online and pick-up in-store capabilities, and the deal will roll out several DSW Designer Shoe Warehouse shop-in-shops in Hy-Vee stores in the future.

“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,” says Randy Edeker, chief executive officer and president, 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, and we’re proud to partner with a company that shares the same vision.”

Designer Brands says the partnerships offers DSW the ability to deliver differentiated products and experiences as part of its long-term growth strategy. The “plug-and-play” solution created by the partnership is aimed at providing a new way to bring DSW products to consumers.

“We are excited to be growing in new categories and delivering DSW’s mission of inspiring self-expression to Hy-Vee customers,” adds Roger Rawlins, chief executive officer, Designer Brands. “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.”