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The HEB Brand Shop Is Back for Summer – Here's What's New

Emily
Apr 22
2 min read

Updated: Apr 24

If you’ve been wandering the store wondering where all the HEB shirts went, you’re not alone. HEB quietly shifted their Brand Shop strategy last year, moving away from the always-available merch to a limited edition, twice-a-year drop situation, and once these items are gone… we could never see them again.

The upside? Every piece feels more like a collectible—something fun, hyper-local, and uniquely HEB that might not come back next season. And if you’re a fan of bold designs and Texas pride, the new summer collection definitely delivers. We’re talking a storefront-themed Kodi tumbler, a “This Is How I Roll” baby onesie, beach towel, pool float, and more.

Here’s everything you need to know about the return of the HEB Brand Shop—plus prices, where to find it, and what not to sleep on.

Your Guide to the Summer HEB Brand Shop Drop 👇

What happened to the HEB Brand Shop?

The year-round HEB swag display is no more. HEB quietly moved to a bi-annual drop model in 2024, meaning you'll now see limited edition merch pop up just twice a year—typically in the summer and again in the fall/winter.

What’s included in the Summer Brand Shop release?

The Summer 2025 release includes some fun new finds:

A Kodi tumbler featuring an HEB storefront design
A tote bag perfect for errands or beach days
A beach towel and pool float—yes, HEB is now pool party ready
A baby onesie with a shopping cart that says “This Is How I Roll” (up to 18 months)
A set of stickers to HEB-ify your laptop or water bottle

Are these items limited?

Yes! These are limited-edition drops and some of them may not return, even in future Brand Shop releases. If you love something, I'd snag it now.

What HEB stores have Brand Shop swag?

To check if your local HEB carries Brand Shop items, make sure you're logged into the HEB app and have a nearby store selected. Then:

Tap this link to the Kodi Tumbler
Sign into your HEB account (if you’re not already logged in) and make sure the store is set to one nearby.
Once the item page opens, tap “Nearby Stores” under the product photo.
You’ll see a list of stores near yours that currently have it in stock. We can assume they likely have other brand shop items available as well, but if you're looking for something specific you can change your store location in the app to that store that had the tumbler and search "brand shop" to see a list of all available products. (Just make sure to change the store back to your preferred location before your next curbside order.)

Where can I find the HEB Brand Shop in stores?

The Brand Shop display is usually set up in the seasonal section—but it can vary by location. If you don’t see it, ask an employee to point you in the right direction.