Joe V’s Smart Shop Opens New North Houston Store August 20
A new grocery option is coming to North Houston. Joe V’s Smart Shop, the discount grocery store format developed by H-E-B, will open its newest Houston location at 10241 North Fwy, Houston, TX 77037 on Wednesday, August 20, at 7 a.m.
The 55,000-square-foot store will operate seven days a week from 7 a.m. to 10 p.m., bringing fresh food and low prices to families across North Houston, including nearby neighborhoods like Aldine, Acres Homes, and Greater Greenspoint.
This marks the 11th Joe V’s Smart Shop in Houston and 13th in Texas. With two additional locations in Dallas, the North Freeway store continues H-E-B’s strategic expansion of its affordable grocery store concept across the state.
What to Know About the Joe V’s Smart Shop Grand Opening in North Houston
Joe V’s Smart Shop is designed for budget-conscious shoppers who don’t want to sacrifice freshness or quality. The brand operates with a simplified format to keep costs low—passing the savings directly to customers. For many Houstonians, it’s become a go-to option for weekly grocery runs without breaking the bank.
Inside the store, customers will find:
- Fresh produce and in-store cut meats
- Tortillas and breads made daily in-store
- Sushi prepared fresh each day
- A curated selection of pantry staples and essentials
Each store is customized based on community needs, meaning the product mix at the North Freeway location will reflect local shopping habits and preferences. Shoppers can expect faster checkout, fewer frills, and better prices across the board.
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About Joe V’s Smart Shop and H-E-B
Joe V’s Smart Shop is a low-price grocery store concept launched by H-E-B, Texas’ iconic grocer known for its innovation and deep community roots.
As of 2025, H-E-B operates more than 455 stores in Texas and Mexico, with over 170,000 employees—known as “Partners”—serving customers in more than 300 communities. This year, H-E-B celebrates its 120th anniversary, continuing its tradition of offering fresh food, fair prices, and outstanding service across its growing portfolio.
From environmental sustainability to local partnerships, H-E-B’s expansion efforts are often focused on underserved areas—and the latest Joe V’s location reflects that mission.
Joe V’s Smart Shop – North Freeway: Quick Facts
- Grand Opening: Wednesday, August 20 at 7 a.m.
- Address: 10241 North Fwy, Houston, TX 77037 (MAP)
- Hours: Open daily, 7 a.m. – 10 p.m.
- Size: 55,000 square feet
- Parent Company: H-E-B
- Features: Fresh produce, in-store cut meats, daily-made tortillas, sushi, and curated essentials
Why It Matters for North Houston
With grocery prices still a concern for many families, the addition of Joe V’s Smart Shop in Houston provides a reliable, affordable option without compromising on the freshness H-E-B is known for. For residents in the North Freeway corridor and nearby neighborhoods, it’s a welcome alternative in an area that has long been underserved by high-quality, budget-friendly grocery chains.
For ongoing coverage of North Houston community updates, economic development, and new business openings like Joe V’s Smart Shop, stay tuned to My Neighborhood News.
Tiffany Krenek has been on the My Neighborhood News team since August 2021. She is passionate about curating and sharing content that enriches the lives of our readers in a personal, meaningful way. A loving mother and wife, Tiffany and her family live in the West Houston/Cypress region.