Joe V’s Smart Shop is opening in Irving just in time for Thanksgiving — its third such site in North Texas.
The new store, part of H-E-B, features a smaller format and a focus on items for the budget-minded. It’s set to open at 7 a.m. on Friday, as signs throughout the store tout the focus on lower-cost items.
“We all know that high grocery prices have placed a heavy burden on many families in our city, state and nation,” Irving Mayor Rick Stopfer said during an event to celebrate the store’s opening. “Joe V’s will provide vital relief.”
H-E-B is stepping up investments in the region. The new spot, located at 2407 W. Airport Freeway, follows the opening of a Joe V’s in eastern Dallas earlier this year. The company also has plans to open an H-E-B in the city of Irving and recently launched its 10th North Texas store, in Rockwall.
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The new Joe V’s uses an existing structure to build out the store. It covers a “little over 50,000” square feet, said Justin Tippett, chief operating officer of Joe V’s. That compares to H-E-Bs that can be more than 130,000 square feet. The new Irving site still has all of what you’d expect at a grocer with produce, meat and milk.
New Joe V’s Smart Shop in Irving
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The Irving area is “very dense, populated” and “needs more grocery stores, and so we wanted to be a part of that and serve this community,” Tippett said, noting that the spot would be too small for an H-E-B.
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The store put a particular focus on customers that surround the site, including South Asian and Latino populations. Shoppers will find 20-pound bags of rice and corn masa. They’ll see various cheeses along with okra, dragon fruit, peppers and ghee.
“We bring in the best of the best of H-E-B at even better prices and then try to find the assortment that the customer wants,” Tippett said.
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