There’s a new H-E-B related supermarket coming to Irving: Joe V’s Smart Shop by H-E-B, a spinoff concept from the H-E-B grocery chain, will open a location at 2407 W. Airport Fwy. on Friday, November 21.
This will be the third Joe V’s Smart Shop location in DFW, and the most western-location accessible to Fort Worth shoppers so far. The first opened in Dallas in June 2024 at 4101 W. Wheatland Rd. — the first in Dallas and the first outside the Houston area, part of their expansion in the Dallas-Fort Worth area. A second location opened in far east Dallas in March 2025.
According to a release, Joe V’s will offer fresh high-quality products and the lowest prices in the marketplace. The company calls it “an innovative price format” — they frown on words like “discount” or “cheap.”
Products include fresh produce, organics selections, in-store cut meats, in-store made tortillas, breads, and sushi made daily.
The store is going into a former 24-Hour Fitness location which closed in 2020 during the height of the pandemic — one of 11 locations across DFW and 130 across the U.S. that sadly closed after the 24 Hour Fitness chain filed for Chapter 11 bankruptcy protection in June 2020.
The store will be a little smaller than a regular supermarket, and half the size of the humungous H-E-B stores measuring 100,000 square feet and more that have opened in the Dallas area since the chain began its DFW expansion in 2022.
Joe V’s Smart Shop is part of H-E-B’s family of brands which also includes Central Market and Mi Tienda. The Joe V’s format launched in 2010 and currently has 13 stores total with 11 in the Houston area and two in Dallas. Soon to be three.