HEB is launching a line of merchandise for its superfans

Texas grocer HEB is adding a line of products for its superfans. / Photo courtesy: HEB

Texas grocer HEB, known for its highly loyal customers, is launching a line of merchandise for its most rabid superfans in honor of its 117th birthday.

The HEB Brand Shop’s branded gear is currently only available at one store, in Kerrville, but HEB said it will be rolling out to other locations early next year. The grocer sells HEB brand t-shirts, socks, baby clothes, hats, coffee mugs, shoes, stickers and more.

Kerrville is the town where HEB was founded in 1905.


Items from the HEB brand store / Photo credit: HEB

The HEB brand store will feature nearly 60 different items, the company said, showcasing the grocer’s brands and products in creative ways.

“At HEB, we are always looking for ways to provide our loyal customers with exclusive, quality products, and with HEB Brand Shop, we are thrilled to give our superfans the opportunity to celebrate and show their passion for all things as it relates to HEB,” Sabina Israelian-Garcia, HE-B Group Vice President for General Merchandise, Pharmaceutical and Beauty, said in a statement.

Items in the collection include “I Love My HEB” socks, a heart-shaped sticker expressing love for HE-B’s chest queso, a HEB Baby onesie, and an assortment of glasses, textiles, toys, accessories , clothing and other items celebrating the company. history and brands.

HEB brand shop

HEB Brand Store Display / Photo Courtesy: HEB

Items are currently available for purchase in-store and via curbside pickup and home delivery at the HEB in Kerrville.

Next year, HEB will sell the merchandise in all regions where it operates. In the meantime, some Texas stores are stocking HEB-themed Christmas decorations.

HEB has long been known for cultivating some of the most loyal buyers. In 2021, HEB was named the nation’s most trusted grocery store, according to a BrandSpark International survey. Nearly 60% of shoppers who had visited a HEB store in the previous six months identified the chain as the grocer they trusted the most.

In September, HEB launched a branded debit card that offers 5% cash back on the retailer’s private label products.

The grocer is the largest private employer in Texas and operates more than 420 stores in the state and in Mexico, with 137,000 employees.