Greenpoint bakery Ovenly expanding, wants to be “biggest bakery brand in America”

Ovenly; credit Winona Barton-Ballentine

Ovenly; credit Winona Barton-Ballentine

The popular north Greenpoint bakery already has a pretty large following — we’re fans — but in coming years they’re hoping to grow their brand with a series of satellite cafes in Brooklyn and a heavier focus on retail. Nobody can fault them for not thinking BIG:

Their pastries can also be found at some 150 coffee shops, hotels, and restaurants around New York, wholesale business that makes up 70 percent of their sales. But, since it’s hard to get wholesale clients like cafes to display the Ovenly name, most people eating their pastries don’t know that they’re eating Ovenly items. Patinkin and Kulaga are hoping that will change with a new network of neighborhood cafes. “Our vision is to be the biggest bakery brand in America,” Patinkin says.

It starts with expansion in Brooklyn. The plan is to anchor the company’s office in Greenpoint in a space that will also house a test kitchen, called Ovenly Studio ONE54. Just a block away from their original cafe and production facility, the new space at 154 Franklin St. will only be open as a cafe for limited hours on weekends. Other times, it will host special events or pop-ups, including a monthly chef residency and classes. It will be focused on serving new, more experimental treats like seasonal sticky buns.

The new cafes will be satellites in various neighborhoods, primarily small spaces that will only serve pastries and coffee. The first of these will open in Park Slope at 210 Flatbush Ave., near Bergen Street, in April, while another one is already in the works elsewhere in Brooklyn. They will all be run by the company and may feature location-specific treats. “Having a network of bakeries and having them in neighborhoods, you’re in the community,” Kulaga says.

Ovenly
31 Greenpoint Ave, Brooklyn, NY 11222
(347) 689-3608

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