Is New York’s Organic Avenue being squeezed for profit?
The privately held juice company that has 10 stores in Manhattan, denies rumors to Julie Earle-Levine that it is struggling.
Organic Avenue, which counts Jennifer Aniston, Gwyneth Paltrow and many Victoria’s Secret models among its celebrity imbibers, says it is forging ahead and competing head on with larger players including Juice Press, Liquiteria and Juice Generation.
Organic Avenue helped launch the juice craze when it started as a small store in the East Village 15 years ago. Private equity firm Weld North purchased a majority stake in the company in 2013.
Some analysts say the company is under pressure after closing two of its stores and laying off 38 employees at its Queens facility.
But a company spokeswoman says it is focusing on launching new products other than juice.
Food sales make up half of in-store sales. (Online sales are 100 percent juices, cleanses and booster shots.) They offer national online juice delivery.
Organic Avenue has several new seasonal entrées and beverages, including new “lunchbox” and deli scoops it is excited about.
“Our Smoothie bowls, scoops, fresh soups and smoothies are all new options for breakfast, lunch and dinner,” the spokeswoman said.
“There was shift in food-product offerings in the past two months, and to accommodate that shift there were changes in staffing in the Long Island City kitchen facility,” she said.