H-E-B’s Joe V’s Smart Shop arrives later this month in first for D-FW outside Dallas

Joe V’s Smart Shop is nearing another new store in Dallas-Fort Worth — and in time for Thanksgiving.

The H-E-B brand, which offers smaller formats for the price-conscious, is set to welcome customers at an Irving site starting Friday, Nov. 21, according to an announcement. Its address is 2407 W. Airport Freeway, near Story Road.

The new store will be the third location in North Texas for Joe V’s with two already in Dallas. One of those opened on the eastern side of the city in March.

H-E-B, whose other grocery chains include its namesake and Central Market, has been adding locations throughout D-FW as it competes with entrenched rivals such as Kroger, Walmart, Trader Joe’s and Aldi.

At the end of last month, the company opened its 10th H-E-B namesake store in North Texas with a site in Rockwall.

Joe V’s Smart Shop, which has the majority of its locales in the Houston area, is known for offering a curated assortment of items including basics such as produce, dairy and meats, its website shows.

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