H-E-B Opens Luxury Store in Growing Hill Country Area

H-E-B celebrated the grand opening of the upscale Fair Oaks store in the Lemon Creek development on Wednesday, March 6th. Located in a rapidly growing area of the Texas Hill Country between San Antonio and Boerne, the newly opened store has attracted locals eager to explore its upmarket offerings in produce and groceries. The 104,000 square foot Fair Oaks store is the anchor tenant at Lemon Creek Ranch luxury multi-use development on 118 acres. The property includes 700 apartment units, 120 hotel rooms, nearly 472,000 square feet of office space, and roughly 150,000 square feet of retail and restaurants.

The store has garnered positive attention on social media, with many buzzing about its arrival. The site was selected due to the booming Hill Country population growth along the I-10 corridor. Locals in Boerne said that their smaller H-E-B in town was overcrowded and did not have enough parking during peak hours. Now, the congestion in Boerne has been alleviated and the feedback from customers of both stores has been overwhelmingly positive.

At 110,000 square feet, the store is around the same size as a typical HEB, but the Fair Oaks store devotes more space to certain departments such as pharmacy, wine, meat market, and healthy living. It also features the largest Curbside pickup department in the region, plus an in-store bakery, fresh sushi section, prepared foods area and a 20-pump gas station. “This is designed for the increased growth that we’re projecting,” said store leader Gilbert De La Rosa. “Once this develops out here, this is going to be a destination.” According to De La Rosa, the store boasts a team of 400 employees, with 200 positions specifically created for local hires and the remaining half comprising experienced staff from other locations.

Elsewhere in San Antonio, H-E-B is also planning to build on the Northwest Side near the University of Texas and on Culebra Road on the far West Side. Construction of both is expected to begin this summer and conclude in 2025, according to filings with the Texas Department of Licensing and Regulation. The San Antonio-based company operates more than 430 stores in Texas and Mexico, including about 50 in the San Antonio area.