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Juice bars

The fact that Juice Press has been expanding at breakneck-bottle speeds is not exactly news. But the indie New York City brand known for its downtown cool factor and fanatical commitment to juice purity (all organic, no HPP!) just announced it’s growing in a new way this year—outside of Gotham.

Juice Press’ first Massachusetts location will open in Boston’s affluent suburb of Chestnut Hill at the end of the summer. The store will be located in The Street, a shopping center where its neighbors will be all the healthy-living cool kids, like Lululemon, Equinox, and Massachusetts’ only SoulCycle. (Could this be the Hub’s own Fitness District?)

Juice Press won’t be the only New York juice brand infiltrating Boston this year, by the way. Harvard Square is getting its own Liquiteria (where there might be a run on Hangover Cures, just saying). The city is also seeing a flood of home-grown juice bars.

Juice Press’ move into Boston comes on the heels of the brand’s first opening outside of NYC in tony Greenwich, Connecticut, which happens to be home to major investor Mark Teixeira, and of a second Hamptons store last year (in addition to seven more NYC openings).

And it isn’t just focused on domination in the form of storefronts: other expansions include the recent launch of the ProViotic supplement brand, a line of nutrition bars debuting in spring and summer, and a “soup wholesaling” partnership with Equinox (currently in pilot mode at the Brookfield Place location) that will mean you can grab a Souper Greens after your 30/60/90 class.

The question is: If Juice Press is going to appeal to a national audience that shops at fancy malls, will they have to ditch the postcard that describes dairy as a “c*ck blocker” or rename the Mother F*cking Fireball to please the masses? —Lisa Elaine Held

For more information, visit www.juicepress.com

(Photo: Facebook/Juice Press)