Upscale Market Happier Grocery to Open Second NYC Location on Upper East Side

Happier Grocery, an upscale market that has drawn comparisons to Los Angeles-based Erewhon, has signed a lease for a new 20,500-square-foot location on the Upper East Side. The store will be situated at 210 East 86th Street, in the space formerly occupied by City Cinemas, which has been vacant since its closure in 2019.

This marks the second New York City outpost for Happier Grocery, founded in 2023 by brothers Dawson and Wells Stellberger. Its flagship store is located on Canal Street in SoHo.

The new Upper East Side location is expected to open in the latter half of 2027. Christian B. Stanton, principal at Avison Young, which arranged the lease and represented the landlord CSC Real Estate, stated that the development will transform the long-vacant theater into a "vibrant, wellness-focused destination that will add new energy to one of the Upper East Side’s most active retail corridors."

Stanton added that Happier Grocery "brings a fresh concept to the neighborhood, combining a curated, high-end grocery experience with a social atmosphere that complements the area’s strong residential base and established food retailers."

Happier Grocery has gained a following for its unique, high-end health food products, including a $16.49 "Grey Milk" beverage and $11 overnight oats. The store also features an event space called The Apartment, which hosts wellness workshops, yoga classes, and includes amenities like a podcast room and a rooftop garden.

The expansion has garnered mixed reactions online. Some commenters expressed excitement for the new store, with one calling it "Christmas comes early!!!" Others voiced skepticism about the need for another high-end grocery store, with one remarking, "Ugh…we don’t need another high-end grocery store."

Rumors suggest Happier Grocery may also be considering a third location in Brooklyn's Carroll Gardens, although this has not been confirmed.