Naftali Group is bringing The Goods Mart, a better-for-you convenience store, to its waterfront megaproject in Brooklyn
Naftali Group is adding another wellness-minded brand to Williamsburg Wharf, signing a lease with The Goods Mart to open its first Brooklyn location later this year.
The Goods Mart reimagines the corner store, or “bodega,” with an emphasis on sustainability and Gen Z-loved healthier choices from brands like BjornQorn, 8Greens and Bon Bon, as well as affordable ($1.50) coffee, organic slushies, curated cheeses and grab-and-go bites from local makers. For those who aren’t local, The Goods Mart offers nationwide delivery.
The 600-square-foot shop will land on Kent Avenue within the 3.75-acre waterfront master plan, part of a mixed-use development that includes luxury residences and wellness-oriented retail and food offerings.
The deal marks a cross-borough expansion move for The Goods Mart, which has operated on Lafayette Street in Manhattan’s SoHo neighborhood for seven years.
“We couldn’t be more excited to bring The Goods Mart to Brooklyn, opening on the iconic South Williamsburg waterfront,” The Goods Mart founder Rachel Krupa said. “Williamsburg Wharf has such a unique energy, and it’s the perfect backdrop for our mission — offering a thoughtful curation of better-for-you favorites and emerging brands. We look forward to becoming part of the neighborhood’s daily rhythm and creating a space where neighbors can connect, discover and be inspired.”
When fully built, Williamsburg Wharf will feature 950 residences across five towers, with community spaces that include an open lawn, a public waterfront park, a dog run and a pedestrian boulevard connecting Kent Avenue to the East River. The first phase is slated for completion this year. The project’s retail pipeline includes Breads Bakery and a future restaurant from chef Eyal Shani.
The project also reflects how wellness real estate is evolving, moving into the same territory fitness and wellness brands are chasing: health-conscious consumers who want green space alongside better-for-you food and beverage options.
The approach is part of a broader trend seen at projects like The Novus in Durham, North Carolina, where Dose Yoga + Smoothie Bar joined Revel and Solidcore inside a luxury residential tower, giving residents and the surrounding community easy access to movement, mindfulness and nutrition.
“The Goods Mart is the perfect addition to the incredible mix of retailers we’re curating at Williamsburg Wharf,” Naftali Group chairman and CEO Miki Naftali said. “The Goods Mart will introduce a new and unique retail concept to the waterfront that will serve both our residents and the surrounding Williamsburg community, further contributing to the vibrant destination we are building, and we’re excited for its opening later this year.”
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