First Look: H-E-B store includes several firsts, including two-level eatery

Marianne Wilson
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H-E-B has made a serious commitment to home goods in its newest location.

The grocer has replaced an existing store in fast-growing New Braunfels, Texas, with one that is 40,000 sq. ft. larger. The 122,000-sq.-ft. store is the first in the company to feature a Home by H-E-B department.

The department houses two brands, Haven + Key and Texas Proud, with a combined assortment that includes hundreds of items. Under the Haven line, customers can find on-trend seasonal items from candles, mirrors and toss pillows, to kitchen textiles, rugs, throw blankets and accent furniture.

The Texas Proud brand celebrates Texas-style and features items made by Texas-based artisans and businesses, ranging from wood and antler art to cowhide benches. H-E-B plans to open more Home departments inside additional stores throughout the year.

The location also boasts H-E-B’s first two-story True Texas BBQ restaurant, with indoor seating on both levels.  (H-E-B’s True Texas wasnamed the best barbecue chain in Texas by Texas Monthly and a top barbecue chain in the nation by Thrillist.)

The store was designed to complement the look and feel of the New Braunfels community. (H-E-B operates three stores in the area, which is about 50 miles outside of San Antonio.) Other store highlights include nearly 30 self-checkout registers, a full-service scratch bakery, a tortilleria that offers a wide selection of artisanal breads baked, a Blooms floral department and such services as H-E-B curbside and home delivery.

H-E-B recently began construction on a site in West Austin that was formerly home to the city’s iconic Nutty Brown Café & Amphitheatre. The 103,000-sq.-ft. store will feature memorabilia and bricks from the original café and music venue.

In addition, the company is building a new, 118,000-sq.-ft. store in McKinney. It is scheduled to open in late 2023. 

H-E-B operates approximately 400 stores in Texas and Mexico.

Nearly 30 check stands featuring self-checkout registers for quick customer service.

“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 first for our company,”said Julie Bedingfield, H-E-B public affairs manager. “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.”

two-story True Texas BBQ restaurant. At 122,000 sq. ft., the new store has an expansive product assortment and several convenient services customers have come to expect from H-E-B.