H-E-B homes in on growth: San Antonio retailer expanding new home decor department to more stores
has been in the works for nearly two years. The concept was launched in this New Braunfels store in April.Inside the sprawling H-E-B plus! store at U.S. 281 and Evans Road, customers browse colorful throw pillows, rugs, vases, frames, chairs, ottomans, doormats and bundles of dried lavender.
H-E-B this year is pushing into the home goods segment. After launching the Home by H-E-B concept in April at its Walnut Avenue store in New Braunfels, the company has since expanded it to four other stores, in San Antonio, Brownsville, Burleson and Corpus Christi.It plans to add it to about 27 stores across the state this year, including new stores in Frisco and Plano.
The company is known for tailoring its stores to their surrounding areas, and the home department will be no different, Israelian-Garcia said. Another factor in diversification is that H-E-B has large stores, providing it with room to test various concepts, said Venky Shankar, director of research at“They have the space, and post-pandemic when people want to indulge in looking around, why not try a few concepts?” he said.
“By bringing in the right people to do it and dedicating the resources and space in the store, it is possible to do it very well,” Hauptman said. “But it’s not easy.”Along with Home by H-E-B, the store at U.S. 281 and Evans includes nearly 4,000 square feet devoted to beauty items.A breakdown of key state and local races and candidates in the May 24 primary runoff.
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