Organic Avenue Is Back From The Dead

Written by Emi Boscamp

Cold-pressed-liquid lovers of New York—which seems like just about everyone, given the booming juice market here—rejoice! Organic Avenue has pulled a Jon Snow and risen from the dead.

So, it seems, kale is really that powerful.

But the company called it a #rebirth in an Instagram post announcing that on Tuesday it will reopen its Bleecker Street location, which has remained empty since it filed for bankruptcy and shuttered all its locations last October. Slated to reopen this week, too, are the company's Chelsea and Bryant Park outposts.

It shouldn't come as too big a surprise, though: in December, Arrow Equity Fund bid $1.7 million for the purchase of the defunct brand and announced plans to bring back its founder, Denise Mari, as the brand's chief executive officer.

And that's exactly what happened. Mari, who left the company well before its bankruptcy, is leading its resurrection. So, to continue with the Game of Thrones metaphor, she is the Red Woman.

They'll still have the chain's popular juices and salads, but Mari and her partners are also bringing some new things to the table—like organic espresso bars that will serve vegan and gluten-free pastries. All the bottling will happen at the Chelsea location, which will help them launch their first-ever wholesale division.

To all the people who doubted Organic Avenue's return, we have only one thing to say: You know nothing.

(h/t Eater)

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