Organic Avenue, a seller of organic cold-pressed juices and plant-based food items, will open its eleventh location in New York City on Friday, The Real Deal has learned. The store, located at 254 Park Avenue South in the Flatiron District, is the latest salvo in the brand’s push to expand into commercial districts around the city.
The ground-level Park Avenue South space — located at 20th Street — measures 1,300 square feet. The location will sell juices, soups, wraps, salads, oatmeal and smoothies, all of which will be organic.
“It’s clear that people are moving into incorporating plant-food based juices into their daily routine,” said Kelly Harman, vice president at Organic Avenue. “Why in the world wouldn’t we offer this in the breakfast and lunchtime environment as well?”
Jackie Totolo, Ariel Schuster and Benjamin Zack of RKF repped the tenant in the deal with the commercial space’s landlord, Trevi Retail. Trevi was represented by Schuster and RKF director Ross Berkowitz. Organic Avenue inked the lease for the store in January.
“They feel that by integrating more food into the concept that they’ll be able to be successful in the more office-dense areas,” Totolo said of the new tenant. “Organic Avenue feels that there’s a huge space for them.” She added that the brand is also making a push in Midtown and the Financial District
Organic Avenue will pay $190 per square foot, according to RetailMLS. Totolo and Harman declined to disclose the rent.
“We think they’re a great addition to the neighborhood,” said Johnny McCarthy, chief investment officer at Trevi Retail. “We’re happy to have them in the portfolio. We think they’re a great tenant overall.”
A total of 19 employees will work in the new Park Avenue South store. Organic Avenue’s staff has grown 30 percent in the first quarter of this year, according to figures provided to TRD.
Other store locations include shops at 62 Bleecker Street in Noho, 206 East 86th Street on the Upper East Side and 216 Eighth Avenue in Chelsea. The firm is also planning to open a 1,466-square-foot flagship location at 5 Bryant Park.