H-E-B Introduces New Joe V’s Smart Shop Stores in Dallas, Offering a Unique Grocery Shopping Experience, according to a D Magazine article which reports, 

“H-E-B announced Tuesday that it would bring two new stores to Dallas—but the city is still on the outside looking in when it comes to getting an actual flagship H-E-B grocery within city limits. 

The two new stores, in eastern and southern Dallas, will be a new-to-North Texas concept, though: Joe V’s Smart Shop, the grocery retailer’s answer to stores like Aldi. Like Aldi and Lidl stores, Joe V’s stores carry fewer than 10,000 items, compared to the 35,000 to 40,000 items in a conventional supermarket. It focuses instead on the top 20 items purchased by customers in the area, but distinguishes itself from its low-price competitors by offering bakery, meat, and seafood departments that are self-service. Joe V’s stores also sell national brands and H-E-B- and Central Market-branded products.”

H-E-B plans to open Joe V’s Smart Shop stores in Southern Dallas in summer 2024 and East Dallas in spring 2025, expanding their presence beyond Houston, according to an NBCDFW article. They say, 

“H-E-B said Tuesday they’ll open one of the stores in the summer of 2024 in Southern Dallas at the corner of Wheatland Road and U.S. 67 and the second store in the spring of 2025 in East Dallas at the corner of Buckner and Samuell boulevards.

The two locations will mark the first expansion of the value brand outside of the Houston area.

“With the introduction of Joe V’s Smart Shop to 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,” said Roxanne Orsak, H-E-B Chief Operating Officer. “As a multi-format retailer, we have developed a variety of brands and formats to best serve our customers across the state.””

Joe V’s Smart Shop stores are typically 55,000 square feet and employ around 150 people, smaller compared to larger H-E-B locations.