H-E-B's value-focused grocery brand, Joe V's Smart Shop, is expanding to North Irving. The new store will occupy a 57,920-square-foot space at State Highway 183 and Story Road in Irving. Renovations of the existing building, previously a 24 Hour Fitness gym, are estimated to cost around $10 million, with construction expected to be completed by November 2025, according to a filing with the Texas Department of Licensing and Regulation.
Joe V's Smart Shop, part of the H-E-B family of brands, was launched in 2010 and currently operates 10 stores in the Houston area. The brand's expansion into North Texas marks its first venture outside the Houston market.
In June, H-E-B opened the first Joe V’s Smart Shop in North Texas at 4101 W. Wheatland Road in southern Dallas. A second Dallas location, currently under construction at Buckner and Samuell boulevards in East Dallas, is expected to open in early 2025.
Items at Joe V’s Smart Shop locations are generally priced 10% to 20% lower than those at traditional H-E-B stores.
