Pura Vida Miami has a new location on the way to Dumbo as the brand continues to build out its footprint in the city. It has leased a 4,000-square-foot space at 79 Front St., according to the New York Business Journal. It is expected to open in Q2 of 2026.
This spot will be the seventh location in New York City and the second in Brooklyn, joining existing locations for the cafe concept in Nolita, Nomad, NoHo, Bryant Park, Upper East Side and Williamsburg.
Husband-and-wife team Omer and Jen Horev founded the brand in 2012 in South Florida. The brand has a total of 43 locations listed on its website across Florida, New York and California.
It offers a health-centered menu featuring items including coffee and tea; superfood smoothies such as Omer’s Post Workout (blueberry, banana, spinach, almond butter, almond milk and vegan vanilla protein) and Playa Papaya (papaya, pineapple and coconut water); acai bowls; all-day breakfast items like avocado smash toast and overnight oats; bowls such as spicy tuna and mango salmon; sandwiches and wraps; and snacks like baked empanadas and tahini hummus.
The brand aims to provide a larger aspect of health and wellness to the community through offering nutritious food.
“We craft every menu item to meet today’s fast-paced lifestyle needs with an emphasis on colorful plates filled with fruits, vegetables and proteins. We believe in eating balanced nutritional meals that are tasty and satisfying,” the website states.
Pura Vida Miami also emphasizes using sustainable practices, such as composting leftover food and collaborating with local farmers.
