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The Des Moines Register reports that Hy-Vee is adding a clothing boutique to its new, 91,000 square foot Lakeville, Minnesota, store.

The 3,300 square foot section is branded as F&F, and will sell women's, men's and children's clothing, shoes and accessories. "F&F is a British company that sells clothing similar in style to Forever21 and H&M offerings at Old Navy prices," the story says.

The Register goes on to say that "Hy-Vee also plans to open clothing boutiques later this year in its Iowa stores at 4605 Fleur Drive in Des Moines and 410 N. Ankeny Blvd. in Ankeny. Other boutiques will be added to other large Hy-Vee stores in the next four to five years."

Jeremy Gosch, Hy-Vee's executive vice president strategy and chief merchandising officer, tells the Register that the departments are seen as adding convenience for shoppers.
KC's View:
I bow to Hy-Vee's greater marketing and merchandising knowledge, but I've never been a big fan of buying clothes in food stores. It always seems sort of dissonant to me ... but clearly Hy-Vee feels differently. I'll be interested to see how this turns out.