Pura Vida, the Miami-based all-day café and wellness lifestyle brand, has signed for its second New York location, at Rubenstein Partners’ 25 Kent mixed-use complex in Williamsburg. With more than 20 locations in South Florida, he café made its New York City debut in NoMad in July.
“The addition of Pura Vida brings a healthy lifestyle-focused food and beverage offering to 25 Kent, further expanding upon the creative ecosystem and innovative tenant base being cultivated across the building,” said Joe Zuber, regional director, NY metro and New England, Rubenstein Partners. “Serving as one of Pura Vida’s first locations outside of Florida, 25 Kent is the ideal spot with its convenient location, unparalleled views, and access to the ever-evolving Williamsburg community.”
Founded in 2012, Pura Vida Miami was created by husband-and-wife Omer and Jen Horev to serve as a neighborhood gathering place that serves healthy and equally delicious options for breakfast, lunch, dinner, and everything in between. They have curated each location to feel like an extension of their own home and have crafted a menu of foods that can be eaten at any time of the day. Since its inception, the brand has fostered a cult-like following throughout South Florida and beyond.
“We are excited to serve the Williamsburg community and look forward to creating new wellness-minded communities in New York and the surrounding areas,” said Omer Horev, CEO and founder of Pura Vida Miami. “With Williamsburg being the SoHo of Brooklyn in terms of demographic and housing great tenants like the Kith Williamsburg flagship and multiple top chef restaurants, we identified Williamsburg as a natural second market for Pura Vida’s New York expansion. Pura Vida will serve as the third place for people to connect, disconnect, create, get inspired and be surrounded with like-minded individuals.”
The landlord, Rubenstein Partners, and Pura Vida were both represented by Newmark teams in the transaction.
