Dallas, TX

H-E-B Set to Shake Up Dallas Market with Launch of Two New Low-Price Concept Stores

Ash Jurberg

H-E-B continues its expansion in Dallas with the introduction of its discount brand.

Great news for residents of Dallas today with the announcement that H-E-B will launch its value-focused Joe V’s Smart Shop brand in Dallas.

H-E-B opened the first Joe V’s Smart Shop in 2010, and there are currently nine locations- all in the Houston area. The stores are about half the size of an average H-E-B store and have an “innovative price format,” offering lower prices to customers.

With the introduction of Joe V’s Smart Shop in Dallas, we are excited to build on our longstanding presence in the area and commitment to serve more customers in this dynamic and growing part of Texas. As a multi-format retailer, we have developed a variety of brands and formats to best serve our customers across the state.” H-E-B COO Roxanne Orsak
Price is very important (at Joe V’s), but we have the highest commitment to freshness and quality.” Stephen Butt, H-E-B board member and president of the company’s Dallas-based Central Market division

The news of lower prices is certainly set to be appreciated by Dallas shoppers.

New Joe V's locations in Dallas

  • 4104 W. Wheatland Road. Due to open late summer of 2024
  • 5204 S. Buckner Blvd. Due to open in spring 2025.

North Texas expansion

H-E-B has recently focused on expansion in North Texas, with multiple property acquisitions in the Dallas Fort Worth area. Last year it opened its new H-E-B stores in Frisco and Plano. There are also stores under construction in both Allen and McKinney.

A new store in Mansfield broke ground in April, while H-E-B also recently announced significant renovations of its store in Waxahachie. The project will add over 22,000 square feet to the location, transforming it into an H-E-B Plus format.

H-E-B opened more new grocery square footage than any other grocer in 2022, and the Dallas Fort Worth Area is a significant part of this expansion strategy.

H-E-B is the largest private employer in Texas, and these news stores continue offering employment opportunities to Dallas Fort Worth residents.

Your thoughts

Are you glad to see more Joe V's stores open in Dallas? Would you like to see H-E-B open more discount brand stores in Dallas? Where else in North Texas should they open?

Please leave your thoughts in the comments below and share this article with others so they can join the conversation.

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