HealthMarket store unveiled by Hy-Vee

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WEST DES MOINES, Iowa — Hy-Vee Inc. has opened its first HealthMarket here, a concept store envisioned as a one-stop shop for consumers looking to lead a healthy, more natural ­lifestyle.

The 15,700-square-foot store combines several of the initiatives and partnerships Hy-Vee has undertaken in recent years to spur growth and keep current in a rapidly evolving retail landscape. The store includes a few new experiments as well, including a hearing aid department operated by Lucid Hearing, which has an audiologist on the premises to perform hearing tests and sell a private label line of hearing aids, called Capsure, developed for Hy-Vee.

Other in-store health services include a pharmacy, a clinic and dietary consultations with a Hy-Vee dietitian.

Shoppers can directly enter a fitness studio operated by ­Orangetheory Fitness, a provider of group personal training sessions and interval fitness programs and a Hy-Vee partner since last year.

A sports nutrition department features supplements, protein powders and nutrition bars, including products in the Performance Inspired line cofounded by actor, director and entrepreneur Mark Wahlberg. Hy-Vee has exclusive rights to the line in its eight-state ­region.

A variety of probiotic and homeopathic products are also offered in the store, along with expansive selections of beauty and wellness items.

Food shoppers can find an array of fresh-prepared items, meal solutions, frozen food and organic fruits and vegetables.

“A lot of customers today can live out of this store,” commented Randy Edeker, Hy-Vee’s chairman and chief executive officer.



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