Pura Vida Miami

Pura Vida Miami is an American fast-casual café and restaurant chain founded in 2012 by Omer and Jennifer Horev. The business began with a single café in the South of Fifth neighborhood of Miami Beach, Florida, and developed around an all-day menu intended to serve breakfast, lunch, snacks, and beverages under one health-oriented café concept. Its offering includes prepared meals, smoothies, açai bowls, and other café items. The brand expanded through the Miami area and broader South Florida during the 2010s. By 2020, it had established multiple locations in Miami and South Florida, including a prominent restaurant on West Avenue in Miami Beach. This regional growth positioned Pura Vida as a recognizable Miami-origin fast-casual operator rather than a single-location café. Pura Vida subsequently moved beyond Florida. Its first New York City restaurant opened in July 2024 in the NoMad neighborhood, marking an important step into a major metropolitan market outside its home state. In 2025, the chain opened several locations in California, extending its footprint to another large U.S. market. Reference material describes the chain as having more than 40 locations across Florida, New York, New Jersey, Maryland, Virginia, and California. The brand’s core proposition combines café convenience with a menu associated with fresh, wellness-oriented fast casual dining. It operates across dayparts instead of focusing only on coffee, breakfast, or lunch, and its menu architecture allows customers to choose between bowls, beverages, and more substantial meals. The brand is therefore positioned at the intersection of cafés, smoothie and juice concepts, and health-focused fast-casual restaurants. In November 2025, Pura Vida raised growth investment from TSG Consumer Partners. The investment indicates an effort to support continued expansion and is the clearest publicly referenced ownership or financing development in the available material. The company remains a privately held U.S. restaurant brand; no public-market listing or ticker is identified.

Pura Vida Miami was established in 2012 by Omer and Jennifer Horev in Miami Beach, Florida. The founders opened the first café in the South of Fifth neighborhood, an area commonly known as South of Fifth or SoFi. From the outset, the concept combined café service with a broader all-day restaurant menu, allowing the business to serve customers across breakfast, lunch, snack, and beverage occasions. The company’s menu developed around fast-casual products associated with fresh and wellness-oriented eating. In addition to prepared café meals, Pura Vida offers smoothies and açai bowls, giving it a business model that overlaps with cafés, smoothie bars, juice concepts, and health-focused restaurants. The all-day format distinguishes the brand from operators focused exclusively on coffee or a single meal period. During the 2010s, Pura Vida expanded from its original Miami Beach café into additional locations in Miami and South Florida. By 2020, the business had several area restaurants, including a major West Avenue location in Miami Beach. This period established the company as a regional chain with roots in the Miami market rather than only a neighborhood restaurant. The next stage of development involved expansion into other U.S. metropolitan areas. In July 2024, Pura Vida opened its first New York City location in the NoMad neighborhood. The New York opening represented the brand’s first documented entry into that city and extended its Miami-origin concept into a dense, nationally significant dining market. In 2025, Pura Vida added several locations in California. Reference material describes the broader chain as having more than 40 locations across Florida, New York, New Jersey, Maryland, Virginia, and California. The available material does not provide a complete store-by-store chronology or identify the exact number of locations in each state. In November 2025, Pura Vida raised growth investment from TSG Consumer Partners. The transaction is described as growth investment rather than a fully specified acquisition, and the available source does not disclose the amount invested, valuation, ownership percentage, or detailed use-of-proceeds plan. It nevertheless marks a significant financing event for the privately held chain and may support additional restaurant development. Pura Vida’s history is therefore characterized by a progression from a single Miami Beach café to a multi-state U.S. fast-casual chain. Its identity remains closely associated with Miami, while its expansion strategy has broadened its presence through new markets such as New York and California.

• 2025

  California expansion

  [1]Pura Vida Miamien.wikipedia.org

  The chain opened several locations in California.

• 2025

  Growth investment from TSG Consumer Partners

  [1]Pura Vida Miamien.wikipedia.org

  Pura Vida raised growth investment from TSG Consumer Partners in November 2025; the available source does not disclose financial terms.

• 2024

  First New York City location

  [1]Pura Vida Miamien.wikipedia.org

  Pura Vida opened its first New York City restaurant in the NoMad neighborhood in July 2024.

• 2020

  Regional Miami and South Florida expansion

  [1]Pura Vida Miamien.wikipedia.org

  By 2020, Pura Vida had expanded to multiple Miami and South Florida locations, including a significant site on West Avenue in Miami Beach.

• 2012

  First Pura Vida café opens in Miami Beach

  [1]Pura Vida Miamien.wikipedia.org

  Omer and Jennifer Horev founded Pura Vida and opened its first café in Miami Beach’s South of Fifth neighborhood.

A Miami-founded, health-oriented fast-casual café and restaurant chain offering convenient all-day meals, smoothies, açai bowls, and related café products.

• Fast-casual meals

  All-day café menu

  Pura Vida’s all-day menu is the central food platform of the brand. It enables the chain to serve multiple meal occasions rather than operating solely as a breakfast café, coffee shop, or lunch counter. The available reference confirms the presence of an all-day café menu but does not provide a complete list of dishes or ingredients.

• Beverages

  Smoothies

  Smoothies are one of Pura Vida’s named product categories and contribute to its fresh, wellness-oriented fast-casual positioning. They can function as standalone refreshments, breakfast alternatives, or complements to the chain’s bowls and prepared meals. Specific recipes and nutritional details are not identified in the supplied reference material.

• Bowls and light meals

  Açai bowls

  Açai bowls are a prominent offering within Pura Vida’s café concept and reinforce its association with fruit-forward, health-focused fast casual dining. The category broadens the brand beyond conventional café meals and beverages. The available source does not specify the exact bowl varieties or topping combinations.

• 2025

  Expansion into CaliforniaStrategy

  Background

  Pura Vida continued its geographic growth after entering New York City.

  Action taken

  The chain opened several California locations in 2025.

  Aftermath

  California became part of Pura Vida’s operating footprint; the available source does not provide location-level or financial outcomes.

  Source

• 2025

  Growth investment from TSG Consumer PartnersM&A

  Background

  The privately held chain sought capital associated with continued growth and multi-state expansion.

  Action taken

  Pura Vida raised growth investment from TSG Consumer Partners in November 2025.

  Aftermath

  The investment provided a new institutional growth partner, but the available material does not state the amount, ownership terms, or subsequent expansion plan.

  Source

• 2024

  Entry into the New York City marketStrategy

  Background

  After developing a regional presence in Miami and South Florida, Pura Vida pursued expansion into a major market outside Florida.

  Action taken

  The company opened its first New York City location in NoMad in July 2024.

  Aftermath

  The opening established Pura Vida’s presence in New York City; detailed performance results are not available in the supplied sources.

  Source

• 2025

  Pura Vida expands into California[1]Pura Vida Miamien.wikipedia.org

  Other

  The restaurant chain opened several California locations as part of its continued geographic expansion.

• 2025

  Pura Vida receives growth investment from TSG Consumer Partners[1]Pura Vida Miamien.wikipedia.org

  M&A

  Pura Vida raised growth investment from TSG Consumer Partners in November 2025. The available reference does not specify the investment amount or transaction structure.

• 2024

  Pura Vida opens its first New York City location in NoMad[1]Pura Vida Miamien.wikipedia.org

  Other

  Pura Vida expanded beyond Florida with the opening of its first New York City location in the NoMad neighborhood in July 2024.

1. 1Pura Vida Miamien.wikipedia.org