Pura Vida Opens 50th Restaurant in Battery Park City
The health-focused chain expands its New York City footprint into a former restaurant space at 255 Vesey Street.
Updated on Oct. 29, 2026 in Openings & Closings
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Pura Vida has opened a new restaurant at 255 Vesey Street in Battery Park City, marking the 50th location for the health-focused chain. This site is the ninth store the company has established in New York City since its initial entry into the market in 2024.
Why it matters
The rapid expansion into New York City demonstrates a scaling strategy that repurposes high-profile, established culinary real estate to capture urban foot traffic. By filling the former Blue Smoke space, the brand continues its methodical build-out across competitive Manhattan neighborhoods.
This opening marks the 50th store for the chain and its ninth location within New York City. The restaurant operates daily, with hours set from 7a to 9p Monday through Saturday and 7a to 8p on Sunday.
The players
Pura Vida
A health-focused restaurant chain founded by Jennifer and Omer Horev that has grown to 50 locations across its network.
Jennifer and Omer Horev
The founders of the Pura Vida restaurant chain, which originated in 2012.
The details
The restaurant occupies the site of the former Blue Smoke at 255 Vesey Street, a space secured by the brand in a lease signed in the spring of 2026. The menu focuses on health-conscious offerings such as avocado toast, egg sandwiches, wraps, and smoothies, with specific menu items designed to accommodate gluten-free and vegan dietary requirements.
Timeline
2012: Jennifer and Omer Horev founded Pura Vida.
2024: Pura Vida opened its first New York City location in Nomad.
Spring 2026: Pura Vida signed a lease for the 255 Vesey Street space.
October 2026: Pura Vida opened a new location in Dumbo.
October 29, 2026: The Battery Park City location officially opens for service.
Market Landscape
The Battery Park City expansion marks a significant acceleration of the company's New York strategy, which began with the 2024 opening of Pura Vida's first New York City location in Nomad. This rapid growth follows a clear pattern of securing established restaurant footprints in high-density urban corridors.
Operators in the quick-service and healthy-casual sectors should track how the brand optimizes the former Blue Smoke real estate to maintain margins in a high-rent district. The transition from large-format BBQ dining to smaller-footprint health food serves as a bellwether for current lease-takeover trends.
The takeaway
The chain's expansion highlights the viability of converting high-profile vacated restaurant spaces into modernized, health-focused footprints. Owners should monitor local zoning and real estate turnover rates for similar opportunities to acquire established infrastructure for brand expansion.
Further reading
For additional context on the local restaurant market, visit New York City Openings & Closings.
More information
View the To-go menu for BPC at the restaurant's official opening site.
Source note: This article includes information reported by Tribeca Citizen.
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