At the corner of State Highway 183 and Story Road, an aging shopping center in Irving is ready for a new chapter. H-E-B’s value-format grocery brand, Joe V’s Smart Shop, will move into the former 24 Hour Fitness space with a 57,920-square-foot store. Renovation is expected to begin in March 2025 and wrap up by November this year.
The project, estimated at $10.48 million, includes remodeling the existing structure and expanding it. The area is now fenced off in preparation for construction. City filings confirm the review process is complete. The store will become the third Joe V’s Smart Shop location in the Dallas–Fort Worth metroplex.
The property has seen decades of suburban evolution
Located at the intersection of SH 183 and Story Road, the property traces its commercial roots back to the early 1980s. Historic aerials show that before development, the site was open land, with residential neighborhoods filling in around it by the late 1960s.
The Metroplex Plaza shopping center was likely built between 1979 and 1981. For years, it anchored a mix of local and national tenants. 24 Hour Fitness operated here for an extended period before closing by early 2021. By 2022, the building was boarded up. Nearby businesses like Foo’s and Metro by T-Mobile were also impacted by the shift, with Foo’s confirmed closed.
This section of Irving has seen continuous growth over the decades. The area evolved from quiet suburban plots into a dense network of homes, schools, and highway corridors. The plaza’s location offers direct access and visibility from the TX-183 freeway, making it a strategic choice for reactivation.
Joe V’s brings a distinct approach to Texas grocery shopping
Joe V’s Smart Shop was launched by H-E-B in 2010 as a low-cost alternative to traditional supermarkets. Stores are typically large, streamlined, and focused on affordability. The format emphasizes store-brand goods and bulk items in a no-frills environment.
While the original stores were concentrated in Houston, H-E-B has slowly expanded the brand. With DFW now hosting two other Joe V’s Smart Shop locations, the Irving store reflects a deeper commitment to expanding this model across North Texas…