IRVING, Texas — Read this story and more North Texas business news from our partners at the Dallas Business Journal
H-E-B has settled on a site for the third Metroplex location of Joe V's Smart Shop, its value-focused grocery brand.
It will be in a 57,920-square-foot space at State Highway 183 and Story Road in Irving.
The location first surfaced in an Aug. 8 state filing and was confirmed by a spokesperson with H-E-B LP.
Renovations of the existing building, which once housed a 24 Hour Fitness gym, could begin in March and wrap up in November 2025, according to the filing with the Texas Department of Licensing and Regulation. The improvements are estimated to cost about $10 million.
Arkansas-based PB2 Architecture & Engineering will serve as the design firm on the project.
Details found in TDLR filings are subject to change, but they provide an early look at construction plans. That's particularly valuable with a company like H-E-B, which is one of the country's largest private businesses and known for its meticulous site selection.
San Antonio-based H-E-B in June opened its first Joe’s V store in North Texas. The store, at 4101 W. Wheatland Road in southern Dallas, was also the first Joe V's location outside the Houston market.
A second Joe V's in Dallas is under construction at Buckner and Samuell boulevards in East Dallas, and the store is expected to open in early 2025.
Items at Joe V’s locations are generally 10% to 20% cheaper than at traditional H-E-B stores. Prices are kept low through various strategies, Chief Operating Officer Roxanne Orsak previously said, including purchasing full truckloads and shipping directly to the stores to eliminate warehouse costs.
"We focus on the items customers want; we focus on the tonnage and that really helps us keep our costs low," Orsak said in June. "We don’t have to inventory products that don’t sell."
DFW is an increasingly important market for H-E-B, which has 435 total stores and reported 2023 revenue of $43.6 billion. The retailer held a ribbon-cutting ceremony for its second Frisco store at 899 University Dr. on Aug 6. The 130,000-square-foot store is the company’s seventh H-E-B store in the four core counties of the Metroplex and features ready-to-go meals, a drive-thru pharmacy and a True Texas BBQ restaurant.
At a ribbon-cutting event for the Frisco store opening, H-E-B leaders sketched out their plans for the Metroplex. The chain has followed intense population growth to the suburbs north of Dallas, but execs this week expressed a desire to serve all of the North Texas region over time.
Noor Adatia contributed reporting.
