Owner Christopher Pugliese just signed the lease for the space on Union Square West for what he called a "pretty fair deal." If all goes well, he hopes to open in six months.
"I'm very excited and nervous too," he said during a phone call on Friday.
Pugliese opened his first location at 165 Avenue A between 10th Street and 11th Street in December 2011. A second outpost arrived at 184 Second Ave. between 11th Street and 12th Street in November 2016.
Despite the many vacant storefronts in the area, it took him nearly two years to find a new space.
"I've been pounding the pavement since August 2020, and I've come close. I had my heart broken a few times," Pugliese said.
"I wanted to be the [the business owner] who opened in December 2020 or January 2021, when all those stories were going around that New York was dead or New York was over," said Pugliese, born and raised in Brooklyn. "I wanted to open and give the big Brooklyn middle finger. I'm opening here. You know, New York is going to be fine! But the landlords weren't really cooperating yet, and they weren't getting it. So it took this long."
Pugliese also said he didn't want to be too close to competition.
"I have this rule that I won't open within six blocks of another bagel store," he said. "There's nobody over there, so I won't be stepping on anyone's toes."
The 17th Street storefront was previously part of the Paragon Sports footprint. The 1,500-square-foot space has exposed brick and 22-foot-high ceilings. It's in move-in shape, save for the plumbing and AC work.
Despite some challenges during the pandemic (see this post), the two TSB shops stayed open throughout 2020 and 2021.
"We didn't get into a jam owing back rent," he said. "Because we were able to pay rent during the tougher days, I was able to negotiate a 10-year extension. So TSB will be on Avenue A for at least another 15 years. At that point, I'll be 65, and my daughter will be 22. If she's interested in picking up the torch, then who knows?"
In addition, TSB also boosted its delivery service during the pandemic throughout Manhattan, which remains in place today. "We're busy. The crowds came back, and my delivery is still strong. We're doing pretty well," he said.
Pugliese closed the call on a grateful note.
"The East Village is a place I looked at with stars in my eyes back in the 1980s when I was a kid," he said. "Being accepted and supported by the community over the past 10 years has been a dream come true."
