Austrian Bakery Martin Auer Expands to Manhattan with Strategic SoHo Location
Martin Auer's first U.S. opening in SoHo represents a significant milestone in global retail expansion and demonstrates the strategic revitalization of prime Manhattan retail spaces through expert real estate advisory.
Martin Auer, the renowned Austrian bakery with over 50 European locations, has signed a 10-year lease for its inaugural U.S. flagship store at 285 Lafayette Street in Manhattan's SoHo neighborhood. The 3,200-square-foot ground-floor retail space, plus an additional 500 square feet on the lower level, marks a strategic expansion for the Graz-based company known for handcrafted breads, pastries, and café offerings.
The transaction was facilitated by Alvarez & Marsal Property Solutions (AM-PS), which was retained by property owner Kushner Companies to reposition the previously vacant space and identify a tenant aligned with both the building's legacy and SoHo's distinctive retail identity. The lease execution in May 2025 underscores the ongoing revitalization of prime retail corridors in established Manhattan neighborhoods.
Max Swerdloff, Senior Analyst at AM-PS, who represented the landlord alongside Matthew Krell, emphasized the strategic importance of the deal, stating that Martin Auer brings both quality and authenticity to the location. The bakery's arrival introduces authentic European café culture to one of Manhattan's most vibrant, high-foot-traffic corridors, potentially influencing local retail trends and consumer expectations.
This expansion reflects broader trends in global retail mobility, where established international brands seek prime urban locations to establish footholds in competitive markets. The successful tenant placement demonstrates how strategic repositioning and curated tenant mixes can elevate retail assets in legacy neighborhoods, creating value for property owners while enhancing the local retail landscape.
The transaction highlights AM-PS's expertise in helping property owners revitalize key retail spaces and attract best-in-class global tenants. For more information about their services, visit https://www.ampsre.com. Kristen Fox of CBRE represented Martin Auer as the tenant broker in this significant retail transaction.