HEB carts out new home decor and furniture at one Austin-area store

Milk, bread, eggs … accent chair? Beginning this month, HEB shoppers in New Braunfels can pick up home goods and furniture along with their groceries.

On July 14, the San Antonio-based grocer announced the launch of two home decor lines under the new Home by HEB department. The two new brands — Haven + Key and Texas Proud — promise “hundreds of items” for shoppers, according to a release, including “timeless woven textiles, inspiring décor, and versatile furniture and accent pieces.”

Each line has its own distinct style. With its modern, sleek aesthetic, Haven + Key rivals Target’s Hearth & Hand with Magnolia, the smash-hit product line the mega-retailer developed with Joanna and Chip Gaines. Midcentury-inspired leather chairs, blond wood accents, gold-trimmed mirrors and objects d’art, and neutral pillows are just a handful of the home goods ready for browsing.

Texas Proud is just that: goods designed to remind us how proud we are of Texas.

“The Texas Proud collection will celebrate the bold and distinctive style of Texas, bringing home the iconic spirit of the Lone Star State. The line will feature items such as wood and antler art, leather goods, cowhide benches and candles,” HEB says in a release.

The retailer also notes that many of the products are designed right here in Texas, and features accents like crosses, “Come and Take It,” and Texas flag wall hangings.

The three-month-old New Braunfels location, which became the first HEB in the state to offer the Home by HEB department when it opened in April 2022, is one of the first five stores in Texas offering the new collections.

(The New Braunfels Home by HEB department is more than 2,500-square-feet and houses more than 500 pieces, so if shoppers are serious about sprucing up their interiors, it might be worth renting a U-Haul and heading to that location.)

“At HEB, we’re always looking for ways to offer an unique, quality shopping experience, and Home by HEB is another way we’re able to better meet the needs of Texans,” says Sabina Israelian-Garcia, HEB Group Vice President of General Merchandise, Drug Store and Beauty, in the July 14 release.

Along with Alamo City, Haven + Key and Texas Proud are currently only available in stores at San Antonio, Corpus Christi, Brownsville, as well as Burleson, a suburb of Fort Worth. The retailer adds it has hopes to offer the Home by HEB departments in 25 stores across Texas this year, specifically citing the new stores in Frisco and Plano.

Currently, both collections are available only in those five locations and can be purchased in-store or via the HEB app or website for curbside or delivery options.

The launch of Home by HEB and the Haven + Key and Texas Proud lines are the latest innovations for the South Texas retailer, which also owns Central Market. In recent years, HEB has dramatically increased its curbside and delivery services, continued the rollout of its award-winning Texas True BBQ restaurant, and has continued its expansion to the farthest reaches of the Lone Star State.

More recently, it launched a multimillion-dollar fund to build a new elementary school in Uvalde following May’s devastating mass shooting. Even its strategy during the pandemic was lauded as one of the most thoughtful corporate responses in the US, proving once again that it’s HE-B’s world, we’re just living in it.