Pura Vida Miami announced that it has received a strategic growth minority investment from TSG Consumer, marking a significant milestone for the fast-growing premium café and lifestyle brand.
The partnership is designed to support Pura Vida’s nationwide expansion while maintaining the company’s commitment to clean ingredients, elevated hospitality, and a health-centered community ethos. Co-founders Omer and Jennifer Horev will continue to hold a majority ownership stake as they lead the company forward in their roles as CEO and Chief Brand Officer.
Founded in 2012 by the husband-and-wife team, Pura Vida began as a single café in Miami Beach created around their vision for accessible healthy living and community connection. The brand has since expanded to more than forty locations across Florida, New York City, and Southern California, becoming a popular destination for wellness-minded consumers through its health-forward menu and welcoming environment. The investment from TSG is expected to strengthen Pura Vida’s ability to scale into new markets while upholding the principles that have defined its growth.
TSG’s involvement aligns with its longstanding focus on supporting founder-led consumer brands, and Pura Vida views the new partnership as a catalyst for expanding its presence nationwide. The company aims to reach additional communities with its premium café concept and broaden its lifestyle brand footprint while preserving its authentic identity and food philosophy.
Support: Legal counsel for Pura Vida was provided by Meister Seelig & Fein while TSG was represented by Ropes & Gray, with Goldman Sachs and J.P. Morgan serving as financial advisors. Terms of the deal were not disclosed.
KEY QUOTES:
“Jen and I started Pura Vida with a simple goal: to provide our guests with access to healthy food in a casual setting with great hospitality. This investment marks a pivotal and energizing moment in our growth. With TSG’s experience supporting founder-led consumer brands and their values-driven approach, we are confident that we can continue to scale while delivering the high-quality, nutritious offerings our customers know and love. We look forward to partnering with TSG to further our vision of making healthy living accessible and enjoyable for all.”
Omer Horev, Co-Founder and CEO of Pura Vida
“From day one, Pura Vida has been about more than food—it is about connection, lifestyle, and making wellness accessible. As we grow, maintaining that authenticity is everything to us. Partnering with TSG gives us the resources and expertise to expand without compromising the heart of our brand. We are thrilled for what the future holds.”
Jennifer Horev, Co-Founder and Chief Brand Officer of Pura Vida
“Pura Vida’s mission-driven approach sets it apart as an elevated, better-for-you destination for today’s consumer. Omer and Jen have created an authentic brand rooted in premium, healthy ingredients, operational excellence, and a deep sense of community. We are thrilled to support their continued momentum, build on the incredible foundation they have established, and accelerate growth and value creation while sharing the Pura Vida experience with communities across the country.”
Colin Welch, Managing Director and Head of New York at TSG Consumer
