Stogo is closing on East 10th Street

Stogo, the Vegan ice cream shop on East 10th Street just west of Second Avenue, is closing on Sunday.

Sad News All: Sunday will be our last day open. :( Hope to see all of you until then!

— stogo ice cream (@stogonyc) November 20, 2012

The shop first announced the move yesterday via Twitter. DNAinfo's Serena Solomon following up today, reporting:

With the business battling high rent all year, eight days without income during the post-hurricane blackout and the winter a bad time for sales, Stogo's owners made the call to close.

"We were talking about closing, but [Hurricane Sandy] put a nail in the coffin," said the source, who works at the store on East 10th Street between Second and Third Avenue.

"We were going to try and fundraise to move, but then Sandy happened and I didn't want to ask people to help move our shop when people were homeless and had lost everything," the source added.

Stogo opened in December 2008 at the site of the beloved A. Fontana Shoe Repair, forced out after 45 years due to a big rent hike.

[Jeremiah's Vanishing New York]

Stogo's co-owner is Rob Sedgwick, the brother of actress Kyra.

Stogo has closed

[Last night]

The New York Times had more on Stogo's closure... the vegan ice cream store closed for good last night after some four years in business.

Stogo, which is on Second Avenue, couldn’t pay October’s rent when it came due, but the month brought higher-than-expected sales. “We were starting to say, ‘O.K., we can probably pay this and that,’” [co-owner Junie] Ishimori said. “Then Sandy hit.”

Stogo lost power for days. Its ice cream spoiled, and even when power returned, it couldn’t reopen until it had replenished its stock. Ms. Ishimori estimated the store lost $6,000 in inventory and $6,000 in sales. “That’s a make-it-or-break-it number,” she said.

Stogo is now two months behind on rent. A spokeswoman for Beach Lane Management, which owns the building, declined to comment.

Ms. Ishimori had planned fund-raisers to finance a move to a cheaper location. But after the storm, she said, “it just felt frivolous asking people for money when people were homeless.”

DNAinfo's Serena Solomon first reported on the closure this past Wednesday. Our post to that link prompted 28 comments, among them:

Adam K. said...
@Price is no object: A prospective-tenant strike on pricey commercial rents wouldn't force down rent prices; it would create a lot of empty storefronts, which aren't good for anybody.

Not all new neighborhood businesses are started by suckers for suckers. And not all (though surely some) businesses that close are forced out by their landlords in bids to trade them for deeper-pocketed tenants. Most businesses, sadly, will peter out on their own eventually.

I have a 2+ year old retail business in the neighborhood, and yes, my business would be stronger if my rent were lower. All the more reason that I should feel bummed that some of my neighbors might be boycotting it for no better reason than the fact that another (completely different) business used to have the same address.

Want to hang on to dwindling retail diversity in the neighborhood? Sick of chain stores, strip mall eateries, and banks? Me too. So along with your favorite neighborhood standbys, try dropping in every now and then on some small new businesses that are trying to make it in a tougher environment than ever.

Previously.

Developing!: A sign appears at 159 Second Ave.

A few weeks ago, we passed along word that the former A. Fontana Shoe Repair at 159 Second Ave. and 10th Street was becoming a vegan ice cream joint. Well, the front windows have been papered over for weeks. And then! A sign just appeared, as this photo from our tipster shows:



Stogo? As in consultant Malcolm Stogo of the Ice Cream University?

Whether this place has anything to do with Stogo, we'll share his bio anyway -- because it's delicious! (heh):

For the last 25 years, Malcolm Stogo has been in the forefront in developing today's ice cream concepts leap years ahead of the industry. He is the author of Ice Cream & Frozen Desserts, co-author of Ice Cream Cakes, and author of a new book titled How To Succeed in the Incredible Ice Cream Business. He is President of Malcolm Stogo Associates, an international ice cream consulting firm, as well as founder of Ice Cream University, a seminar series and publishing company on ice cream production, and marketing and publisher of Batch Freezer News and Ice Cream Store News, two quarterly newsletters on everything one needs to know about ice cream production and marketing. In the 1980's, he co-owned Ice Cream Extravaganza (New York), the largest single frozen dessert operation ($1,500,000 in sales). He also invented the chocolate dipped waffle cone now being produced and sold all over the world.

I can't get past Ice Cream University. ICU? Go Defibrillators! (And do they have a football team?)

More details on DF Mavens, opening next spring on Second Avenue and St. Mark's Place

As we first reported back on Oct. 17, that prime northwest corner space on Second Avenue and St. Mark's Place has a new tenant — a retail outpost of DF Mavens...

And yesterday, the DFM folks sent along the official news release about this outpost...

Situated on a prime block at the corner of Second Avenue, DF Mavens’ flagship store will open in the spring of 2014 and showcase the brand’s award-winning line of dairy-free ice creams. The store will feature a wide range of vegan snack and beverages, including a full line of baked goods, fresh juices and coffee.

“We’re very excited to open our first dedicated storefront and plant our flag in the vibrant East Village food scene,” states Malcolm Stogo, a world-renowned ice cream consultant and founder of DF Mavens. “Our new retail outpost will allow us to bring delicious, dairy-free ice cream to a greater segment of New Yorkers who want vegan-friendly dessert options in time for the warm weather.”

DF Mavens also announces that four of its pint-sized non-dairy ice creams are now being carried in Whole Foods Markets at Union Square, Columbus Circle, Bowery and Tribeca. These flavors include: Shot of Java, New Orleans Salted Praline, Del Lago Chocolate and Key Lime Pie.

DF Mavens pint-sized offerings include 9 flavors that feature the highest quality ingredients and are categorized by soy-based, coconut-based or sugar-free varieties. Designed to taste as good as any cream-based formula, each flavor is handcrafted by Stogo himself, who has consulted on brands like Haagen Dazs, Stonyfield’s Frozen Yogurt and Colombo.

As you may recall, Stogo, the vegan ice cream shop on East 10th Street just west of Second Avenue, closed for business in November 2012.

Stogo opened in December 2008 at the site of the beloved A. Fontana Shoe Repair, forced out after 45 years due to a big rent hike.

The plot thickens at reported vegan ice cream shop

Just a mere three weeks ago, a mysterious Stogo sign appeared at the former A. Fontana Shoe Repair at 159 Second Ave. and 10th Street. As we reported in a worldwide exclusive, the beloved shop was becoming a vegan ice cream joint. And now? Another Stogo sign has appeared! This one over the front door.



So much progress at this location the past month! But! We still are searching for answers. Could this be the Stogo as in consultant Malcolm Stogo of the Ice Cream University, whose team lost a heartbreaker Saturday versus Milk and Cookies Community College? We don't really have any idea. But we promise to continue to take this matter very seriously!

Kevin Bacon LOVES that delicious vegan ice cream at Stogo!

In this week's edition of My New York in the New York Post (this feature isn't online..), the Bacon Brothers -- Kevin and his, uh, brother -- discuss their favorite things in the city...And on Kevin's list: The vegan ice cream at Stogo on East 10th Street near Second Avenue, the former site of the beloved A. Fontana Shoe Repair...Anyway, Kevin says it's good stuff! That vegan ice cream. Wow, what a great plug for this shop! It's nice that a big-name actor is so supportive of such a place...




Of course, Kevin doesn't mention that Stogo is owned by his brother-in-law. Or maybe he disclosed this fact and the Post didn't include it...

Scene in Stogo

Blogger, seeing what has become of A. Fontana Shoe Repair at 159 Second Ave. at 10th Street and unable to resist the pull of curiosity, steps out of the cold and into the ice cream shop. The door is open. A cashier stands behind the counter while a woman, bundled into sweaters, browses the flavors. The owner, a salt-and-pepper, Pacific Northwesty kind of guy, puts up his hands.

Owner: 10 more minutes. We’ll be open in 10 more minutes.

Blogger: OK. I was just wondering, I’m a blogger. I write about new places. And I was wondering what Stogo means. Are you Swedish?

Owner: The ice cream is all organic.

Blogger: I thought maybe it was Swedish, with the name Stogo. Sounds kind of Swedish. Where is it from?

Owner: We use agave instead of sugar. But we’re not really open yet. 10 more minutes.

Blogger: Is this the only store, or are there more?

Owner: This is the beginning of a business. Please. We’ll be open soon. 10 more minutes. Please. Please.

Blogger exits back into the cold, wondering who would open an ice cream shop in December, around the corner from a dozen other fro-yo and ice cream shops, and wishing for the perk of a free sample.

Stogo is a go

Well, now! Stogo, which took over the former A. Fontana Shoe Repair at 159 Second Ave. and 10th Street, is now apparently ready for action! A tipster writes:

It wasn't open when I went by, but all the paper was down and everything looked ready for business. The signs inside say it's an organic, gourmet, dairy-free ice cream place. It looks like every other boring fro-yo joint, with space-age white stools and blonde wood. Very swedish -- like Ikea.

Previous Stogo coverage on EV Grieve here.

More about the second location of Third Rail Coffee, opening soon on East 10th Street

As we first noted back on Dec. 31, the the second NYC location for Third Rail Coffee is taking over the former Stogo space on East 10th Street just west of Second Avenue. (Thanks to Bill the libertarian anarchist for that tip.)

Co-owner/barista Humberto Ricardo shared more about the space with us via Facebook.

"I'm really excited to get back to the East Village. It was the first place I lived on my own in New York City when I moved there," he said. In particular, he always liked this picturesque stretch of East 10th Street — near the St. Mark's Church-in-the-Bowery and the circa 1860s row houses designed by James Renwick Jr.

He was friendly with Angelo Fontana, the proprietor of the beloved A. Fontana Shoe Repair. He loved the shop, and the location. He figured it would be the perfect location for his business when the time came. (This was before the Sullivan Street location of Third Rail.)

"I started talking to [Angelo] about it in case he ever did retire. Also because he was a nice man and I have a deep respect for craftsmen who do one thing well forever," he said. "When he was forced out and into an early retirement, however, I backed away from the whole thing — too much bad karma. And I'd be damned if I was gonna be that guy.

A huge rent hike caused the shoe repair to close for good after 45 years in business in February 2008. Stogo, the vegan ice cream shop, opened in December 2008. They closed at the end of November.

"So I watched as Stogo took it and well — I'll leave the story there," he said. "I know some people still have some sore feelings about Angelo's being run out of that space. I hope that once people get a sense of who we are and what we're about ... they'll be happy about [the new coffee shop]."

He said he expects the new Third Rail to be open in the next few month.

Brazilia Café now serving 'all things gourmet' on Broadway and Great Jones

Reps from Brazilia Café sent us some info on the new upscale food courty place from the folks who designed Eataly. From the EVG inbox...

Located at 684 Broadway (at the corner of Great Jones), Brazilia Café is a one-stop destination offering all things gourmet, from perfectly roasted coffees (sourced from their own coffee farm), to freshly squeezed juices and a smoothie bar for all of your beverage needs. They even offer beer, wine and champagne for those looking to take the edge off after a long day at work. Stop by the soups, salad and sandwich station, or satisfy your sweet tooth with one of the many flavors of Brazilia gelato or pastries.

Also!

Malcolm Stogo (CEO of Fal Foods USA — a subsidiary of Fal Holdings) and his very experienced management team carefully considered every element of the menu to make sure Brazilia delivers that “WOW” factor.

Stogo is behind the DF Mavens opening on St. Mark's Place and Second Avenue.

Gothamist had more details about Brazilia Café yesterday.

Stogo says goodbye

Several readers sent along the goodbye note posted on the door at Stogo, the vegan ice cream shop that closed this past Sunday on East 10th Street ... these photos are from EVG regular samo...

H/t @Mylestanzer

Prepping for the arrival of DF Mavens on 2nd Avenue and St. Mark's Place

[Saturday morning]

On Friday, workers plywooded part of the storefront on the northwest corner of Second Avenue and St. Mark's Place… where a retail outpost of DF Mavens has been in the works, as we reported back in October.

This was from the official news release on the opening:

“We’re very excited to open our first dedicated storefront and plant our flag in the vibrant East Village food scene,” states Malcolm Stogo, a world-renowned ice cream consultant and founder of DF Mavens. “Our new retail outpost will allow us to bring delicious, dairy-free ice cream to a greater segment of New Yorkers who want vegan-friendly dessert options … ”

And here are renderings of the space via Edelman Sultan Knox Wood / Architects LLP:

Working closely with fixture suppliers and lighting designers, we created a unified presentation of DF Mavens’ offerings that are visible and engaging from the street. Storefront elements form a social buffer between the street and the sales counters. A wood canopy projects out to provide shade, and continues into the store to define intimate seating areas against both facades. Passers-by will notice the bright and energetic sales area through the minimalist wood and glass storefront, where custom light fixtures and displays create a sculptural product presentation. The store experience combines classic, natural materials with a modernist sensibility, complimenting DF Mavens’ approach to quality and craft in their forward-thinking desserts.

No word on an official opening date yet. (They originally said Spring 2014.)

Eastside Bakery (.net?) closed down here in April 2013. And once upon a time, the space was home to the Gap in the late 1980s into the early 1990s.

A vegan café for 9th Street

A vegan café called called V ❤️ U is coming to 428 E. Ninth St.

EVG correspondent Steven ran into its owner, Junie Ishimori, yesterday in front of the space between Avenue A and First Avenue.

Ishimori, who previously co-owned the vegan ice cream shop Stogo on 10th Street for four years, is just starting work on the café, and hopes to open by the end of the summer.

This storefront was previously Mr. Throwback, which moved across the street in December.

Third Rail Coffee is now (semi) open on East 10th Street

[Saturday]

As we first noted back on Dec. 31, the the second NYC location for Third Rail Coffee is taking over the former Stogo space on East 10th Street just west of Second Avenue.

And the shop had a quiet opening Sunday ... though people noticed.

Coffee-loving East Villagers rejoice: THE NEW THIRD RAIL IS OPEN AND IS KICKING ASS!!!!!
— Chris Thile (@christhile) July 1, 2013

Co-owner/barista Humberto Ricardo told us that they're "semi open." He and his team are still working out a few kinks with the new space. He'll likely have a more formal Grand Opening after the July 4 holiday.

In early January, Ricardo shared more about the space with us.

"I'm really excited to get back to the East Village. It was the first place I lived on my own in New York City when I moved there," he said. In particular, he always liked this picturesque stretch of East 10th Street — near the St. Mark's Church-in-the-Bowery and the circa 1860s row houses designed by James Renwick Jr.

You can read the rest of that post here.

H/T Bill the libertarian anarchist

EV Grieve Etc.: Mourning edition

Meet the man behind Stogo (New York Observer)

The end of the NYC yunnie? (Jeremiah's Vanishing NY)

The hipster rent boys of NYC (New York Observer)

Fewer fatcats and corporations buying private jets (New York Times)

Apparently there's no salt for the sidewalks in Stuy Town (Lux Living)

East Village to Be Renamed Momofuku Village? (Esquared)

Ride the MTA circa the 1970s (Greenwich Village Daily Photo)

LES skyline keeps on growing and...(BoweryBoogie)

The Yankee Stadium replacement parkland overrun even fatter than CC Sabathia's contract (Washington Square Park)

Week in Grieview

[Spotted last week on Avenue C]

East Village Thai is back open (Monday)

Tim Hortons now open on East Houston (Saturday)

Q-and-A with Anonymous (Friday)

Natori closes on St. Mark's Place (Tuesday)

"The winningest man in barbecue" taking over the Lucky Cheng's space (Thursday)

Daniel Craig in the East Village (Friday)

Dream Baby (Tuesday)

LaVie closed for now on East First Street (Thursday)

Anger over the construction noise at 185 Avenue B (Monday)

Out and About with Michael Feeney (Wednesday)

A Daryl Hall moment (Wednesday)

Koffeecake Corner rumors! (Thursday)

Soho Billiards space for rent on East Houston (Tuesday)

Stogo closes (Monday)

A Black Friday improv gag at the First Avenue 99-cent store (Monday)

2 new coffee shops in the works for the East Village

EVG reader Tony shares this tip... an espresso bar is ready to open at 319 E. 14th St. between First Avenue and Second Avenue ... in space that previously housed a Verizon store... It will be called Madman Espresso.

Meanwhile, EV resident Bill the libertarian anarchist gets word of a new coffee shop opening in the former Stogo space on East 10th Street just west of Second Avenue. This will mark the second NYC location for Third Rail Coffee, which currently has a shop on Sullivan Street.

[Verizon image via Google]