West Des Moines Hy-Vee HealthMarket closing, to be replaced with new wine and spirits concept this fall

Hannah Rodriguez
Des Moines Register

Goodbye vitamins. Hello, vodka.

After a three-year tryout, Hy-Vee is replacing its HealthMarket in West Des Moines with a new, standalone liquor store concept called Wall to Wall Wine and Spirits.

Hy-Vee announced the HealthMarket in 2018 as an expanded version of the HealthMarket sections in its  larger grocery stores, devoted to allergen-free and diet- friendly foods, organic produce and vitamins and supplements, along with meat and other groceries.

Hy-Vee CEO Randy Edeker told the Register in 2018 that the company planned on opening 50 or 60 HealthMarket locations. But the HealthMarket at 375 S. Jordan Creek Pkwy. ended up being a solo act. It will shut down Sept. 19 as Hy-Vee renovates the building to house the new venture, which promises a wall-to-wall assortment of spirits, wine and beer.

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Hy-Vee spokeswoman Christina Gayman said the company offered all HealthMarket employees positions at other Hy-Vee locations.

"The HealthMarket was a pilot/innovation center that we were able to incorporate pieces of into some of our other store formats (i.e. Hy-Vee Fast and Fresh), as well as expand our HealthMarket departments inside our grocery stores, based on what we learned," Gayman said.

A photo of the wine selection at Des Moines downtown Hy-Vee, Fourth & Court Wednesday, Feb. 22, 2017.

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Wall to Wall, Hy-Vee's latest effort to expand a department of its larger grocery stores into a stand-alone boutique market,  is "focused on providing a best-in-class wine, spirits and beer selection in a modern standalone format that enhances customer experience," a statement from the company said. 

In addition to what the statement said will be an "eclectic wine and spirits selection," the store also will offer barware and grocery items such as cheese, charcuterie, sodas and seltzers.

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The Wall to Wall location in West Des Moines will be among the first, with three other locations opening in Nebraska. 

The Hy-Vee HealthMarket in West Des Moines, which opened in 2018, featured a hydration station.

“At Hy-Vee, we focus on the evolving lifestyles of our customers,” Edeke said in the statement. “With the creation of our Wall to Wall Wine and Spirits division, we are excited to continue to provide the best wine, beer and spirits selection, as well as a customer experience of the highest caliber.”

Hannah Rodriguez covers retail for the Register. Reach her at herodriguez@registermedia.com or on Twitter @byherodriguez.