Hy-Vee in Rochester Undergoes Refresh, Adds New Department

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During a recent visit to the Hy-Vee on West Circle Drive in Rochester, I noticed some significant changes taking place. The clothing section has disappeared, and one section of the store was draped in plastic from ceiling to floor, while another featured the installation of sleek new display racks.

There are 240 Hy-Vee grocery stores across the Midwest. They are located in eight states, including Illinois, Iowa, Kansas, Minnesota, Missouri, Nebraska, South Dakota and Wisconsin. See the most popular grocery chains at the bottom of this story.

Hy-Vee in Rochester Undergoes Refresh, Adds New Department

I asked an employee and learned that the store is currently undergoing a "refresh," involving the rearrangement of items. Then, I contacted the corporate PR team to gather more information about those shiny new display racks.

Hy-Vee in Rochester Undergoes Refresh, Adds New Department

Hy-Vee launched a new brand in 2022 called Very Bellissima. The line includes 250 different products including color cosmetics, nail polish, bath and body care, facial regimens, hair care, and beauty tools.

The new addition is nearly complete and the new beauty department will look similar to the ones in other Hy-Vee grocery stores.

StoreBrands.com says Hy-Vee has launched entire departments dedicated to Bellissima inside their flagship stores. "The Very Bellissima brand is now available across Hy-Vee’s more than 285 stores"

Last year,  Shelby Stritzke, vice president of fashion, beauty, and innovation for Hy-Vee told Supermarketnews.com, “We gained market share during the pandemic, with consumers wanting to shop at fewer locations. Then the grocery chain capitalized on that uptick in business, "We have expanded our footprint and product offerings, creating a one-stop shopping experience.”