When Channing Miller stumbled upon a 950-square-foot storefront nestled at the apex of the Church Hill and Union Hill neighborhoods, he wasted no time securing the space as the third Richmond-area location for his juice bar chain, North End Juice Co.
“I drove past the location and I couldn’t believe it was still available,” Miller said. “I knew it would be perfect for us.”
The company since has signed a lease for the space, the last of the retail square footage in the mixed-use project that developers Matt Jarreau and Daniil Kleyman are constructing on the triangular lot at 2402 Jefferson Ave.
The juice bar will join 3S Yoga, which signed on as a tenant in late May.
The Jefferson Avenue spot adds to North End Juice’s walk-up store at 718 N. Cleveland St. in the Museum District and its location at the Shops at the Arboretum in Midlothian. It also operates an establishment in Virginia Beach, and runs its North End Gelato operation from its Cleveland Avenue location.
Miller, who owns the chain, said he hopes to open the Union Hill location by spring 2020. He plans to build out the location on his own for an undisclosed amount.
“It looks like I should hopefully be getting the keys around December,” Miller said. “Depending on permitting and licensing, the goal is to open around March or April of 2020, maybe even earlier.”
Miller said the Jefferson Avenue location would be designed similar to its Cleveland Avenue store, with limited indoor seating, an outdoor ordering area and patio. It will employ five to 10 workers.
North End Juice plans to work with a few third-party delivery companies to serve the surrounding Church Hill and Union Hill neighborhoods, but Miller said the emphasis will be on onsite customers.
Operating hours will be 7:30 a.m. to 4:30 p.m. daily.
Thalhimer’s Reilly Marchant represented the landlord in the juice bar’s lease, while Tyler Brooks of Colliers International represented Miller.
New road map for growth
When he launched the business on Cleveland Avenue three years ago, Miller had only one juice blender and a coffee maker.
North End Juice since has built a following with its pressed juices and smoothies. It also serves acai and smoothie bowls, poke bowls, sandwich wraps, burritos and avocado toast for breakfast and lunch.
“I slept in the back office for the first six months of starting my business,” Miller said. “To see it then versus now is a testament to how good Richmond has been to me, and how receptive they have been to what North End Juice Co. has to offer.”
Miller is branching out into new revenue streams.
He recently launched North End Organics, a division that will sell a supplement blend called “The Total Package,” made of CBD oil and so-called adaptogens, which are herbs used by some for handling stress and anxiety.
The product is locally manufactured and will be available for retail sale at each of North End Juice’s locations, Miller said. The mixture also can be added upon request to coffee, tea, smoothie and juice orders at North End’s stores.
“This is a new venture for us, and one we feel is going to really resonate with people,” Miller said. “We’ve started shipping this out to places in Europe and as far south as Uruguay.”
He’s also launched Good Greens Compost Co., which composts waste from North End’s stores and uses it to help grow ingredients on a farm in Chesapeake used in the shops’ smoothies, juices and bowls.