HEB is at home with its new shop-in-shop concept – RetailWire


May 17, 2022

Visitors to an HEB store can now shop for home items while shopping, and if the Texas grocery giant continues with its current plans, visitors to many more of its stores will soon be able to do so as well.

A HEB location in New Braunfels, TX, recently opened its first Home by HEB department, according to KSAT News. The store within a store offers products under two brands, Haven + Key and Texas Proud. The product assortment includes items such as candles, cushions, textiles, accent furniture and home décor items. Texas Proud, in particular, will bring products from local artisans and businesses, such as antler art from Converse, Texas, Broken Antler.

HEB is at home with its new shop-in-shop concept
Photo: HEB

HEB intends to expand the Home by HEB concept to 25 stores by the end of 2022 and to more than 100 stores within three years, according to the Houston Chronicle. The New Braunfels store is also the first HEB location to contain a two-story True Texas BBQ restaurant.

With more than 360 stores all located throughout the state of Texas, HEB is the fifth-largest supermarket operator in the United States, according to Supermarket News. The grocery chain also operates a number of restaurants and take-out concepts. In 2018, it acquired a local food delivery service, Favor Delivery, which it incorporated into its operations.

In late 2021, HEB partnered with James Avery Artisan Jewelry to offer another non-food category, opening jewelry stores inside a few locations, according to PYMNES.

The chain is also continuing to expand its presence in the healthcare sector.

The opening of two new HEB Wellness Primary Care clinics this month represents the start of a ‘rapid’ expansion of the stand-alone concept, according to Supermarket News. The concept is focused on providing simple and affordable care, does not require insurance and offers the possibility of a monthly subscription. The locations are staffed with board-certified doctors and nurses.

HEB is also expanding its core footprint. Its latest move in central Texas is to replace a 67,000 square foot store with one nearly twice the size, according to the Austin American Statesman.

DISCUSSION QUESTIONS: Will HE-B customers be attracted to HEB? What are the keys to success for retailers, especially grocers, when launching into new product categories?


“The latest foray into the HE-B category illustrates the broader diversification movement at work in retail.”


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