Minnesota is getting a lot of new food retailers lately, so much so that my favorite humor columnist wrote about it recently. But they don’t all offer clothing as well as food. Retailer Hy-Vee, which sponsored this post, is rolling out the British-inspired F+F fashion label at select locations. The most recent store to add it is the Eagan, MN Hy-Vee. The international fashion brand is in 20 countries in Europe, the Middle East and Asia and now the U.S. gets to experience the modern, trendy styles too.
Before this, I had never shopped at a Hy-Vee. It is a giant grocery store, but it reminded me a little of a market or train station in Europe because it was filled with little departments selling different types of things. F+F is one of them–it’s a store within a store that’s laid out cleanly with styles for women, men and children.
It’s higher end and higher priced than I expected for a clothing line within a grocery store. Think better quality than fast fashion, but better pricing than a luxury department store. The fitting rooms were surprisingly luxe and made me forget I was shopping mere feet from the frozen food section. The trickiest part is adjusting to the sizing system. The sizes are European, but the labels also list U.S. and U.K. sizes. I tried on a few sizes before I settled on a Euro 38/U.S. 6.
The F+F fashion line space is small, but they make the most of it by merchandising everything well. There is enough variety to meet many different style tastes, with sections of pajamas, lingerie, shoes, active wear, casual wear, dresses and also styles you could wear to work. I gravitated toward the classic cardigans and blouses. I always check labels for fiber content, and while I had to work a little harder here to read these multi-language labels I was happy to find enough viscose available to satisfy my picky fabric palette. I made an exception for the poly-lined lace blouse, because the style was irresistible!
Gift Card Giveaway
If you live near a Hy-Vee store, you can enter to win a gift card below! Note that not all locations have an F+F fashion store (you can look them up on the website’s store locator) but the gift card can be used on the great selection of other merchandise at the store.