Warning for Walmart and Costco in Texas: New superstore opens offering the lowest prices

Shoppers in North Texas will be the latest to benefit from the rapid expansion of supermarket chain Joe V’s Smart Shop, an off-shoot of the H-E-B brand. The new location opened its doors on Wednesday, March 26 in Eastern Dallas.

H-E-B has made a flurry of major investments in Texas in recent years and the burgeoning Joe V chain is a major part of that. The brand promises a “price-conscious shopping experience”, mixing the H-E-B brands with other big-name national brand products.

With significant population increases in Dallas, Houston and across Texas in general, Joe V aims to take advantage of the rise in demand. The latest joe V Smart Shop is located at 7700 Samuell Blvd., with a huge 55,000 square foot space.

New investments coming in Texas

H-E-B was founded in 1905, initially as C.C. Butt Grocery Store. The first store was opened in Kerrville, Texas and the brand’s focus has remained fixed on Texas, albeit with expansions into Mexico.

In 2010 the brand introduced the ‘Joe V’s Smart Shop’ chain, a low-cost store featuring discounted items. The name is taken from Joe Villareal, a company executive, who was credited with pushing through the new direction. When a new Joe V’s location was opened in 2022 the company described it as a chance to ‘support the community’.

“While we have a lot of work to do, we look forward to connecting with our neighbors, the city, and community stakeholders to ensure we create a destination that best supports this community,” said Mabrie Jackson, H-E-B public affairs managing director.

In 2022 the company’s revenue was a whopping $38.9 billion, enough to see it ranked No. 6 on Forbes’ list of America’s Largest Private Companies.

The Dallas Morning News reports that there are now plans to introduce more Joe V stores in Frisco, McKinney and Plano. The expansion isn’t limited to the Joe V brand. Central Market is also a part of the H-E-B group and there are major plans for a new store in Uptown San Antonio. Plans have been in the works for years but he covid-19 pandemic forced officials to shelve the proposals.

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