H-E-B launches first ‘Home by H-E-B’ Department

H-E-B Grocery Co. opened a massive new 122,000-square-foot location in New Braunfels, Texas, a city outside of San Antonio. The two-story store will be H-E-B’s first with a ‘Home by H-E-B’ housewares department and will also feature H-E-B’s top-rated True Texas BBQ restaurant. H-E-B leveled its existing location on Walnut Avenue that opened in 1994 in order to build the new store. In the process of reconstruction, the company added 40,000 square feet, a new drive thru pharmacy, and larger curbside grocery pickup area. The new departments, BBQ restaurant, and expanded footprint generated 150 additional jobs for the area.

The New Braunfels store marks the first ‘Home by H-E-B’ department featuring home goods, kitchenware, furniture, textiles, décor, and accent pieces. The department highlights H-E-B’s two new trademarked homeware brands called Haven + Key and Texas Proud. The company plans to grow the concept to new stores in the future. Other departments include a scratch-made bakery with tortilleria; Meal Simple chef-made prepared foods; fresh-made Sushiya sushi bar; healthy living department with bulk, sports nutrition, natural and organic items; Blooms flower department; and a large craft beer and imported wine selection. “We are thrilled to bring a new H-E-B store to New Braunfels, which introduces our customers to some exciting features and departments that are firsts for our company,” Julie Bedingfield, H-E-B Public Affairs Manager, said in a statement. “With an enhanced in-store experience and commitment to top-quality service and selection, this new store is tailored to serve the needs of this growing community and provide our customers with the best we have to offer.” Customers can enjoy H-E-B’s True Texas BBQ with in-store dining on both levels. To mark the grand opening, H-E-B donated $10,000 each to McKenna Children’s Museum and Communities in Schools South Central Texas.