Miami’s Fancy Wrap and Smoothie Chain Is Opening 10 NYC Shops
A fancy wrap and smoothie chain from Miami is heading to the Nomad neighborhood next week. Pura Vida’s first New York location, at 1151 Broadway at 26th Street, will open July 19, and is one of many expected to open in the city.
Pura Vida is an upscale fast-casual spot that goes all-in on what they’re saying are natural and local foods, with a menu that highlights “carefully curated ingredient choices” with lots of vegetables as well as vegan and gluten-free items. The blue-and-beige all-day cafes have become “somewhat of an institution” in South Florida, according to the Commercial Observer. Eater Miami crowns it “one of South Florida’s most successful local restaurant chains.” (The New York Times even recommended it during Miami Art Week.)
Owners Omer and Jennifer Horev plan to open at least 10 New York locations by 2026. The duo has lofty goals, in that they want to ensure “that the Pura Vida lifestyle becomes an integral part of New York’s culture,” said Omer Horev.
After opening in Miami in 2012, Pura Vida grew to over 20 locations within Florida. Following Nomad, two more will open: one at 25 Kent Street at West Street, in Williamsburg this fall, and the other at 65 Bleecker Street, at Lafayette Street, before the end of the year.
The Nomad space will be 2500 square feet, with a floral facade, blue umbrellas, wood pergolas, counter service, and copious indoor and outdoor seating.
Like the Florida locations, the New York spots will offer all-day options like salads ($15 to $19, before meat add-ons), colorful wraps ($18), and customizable bowls ($20 to $25) with choices like salmon, chicken, and spicy tuna. Drinks include smoothies, cold-pressed juices, wellness shots, coffee and matcha ($3.50 to $8), and a range of baked goods. New to the menus for New York are soups, charred fruit toast, and a smoked salmon breakfast sandwich on sourdough.
Hours of operation for Nomad are Monday through Saturday from 7 a.m. to 10 p.m. and Sunday from 8 a.m. to 8 p.m.
