Bluebird’s Alex Hall Swaps Rosella for Brunswick on Clinton Street
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This month in identity crises, one Lower East Side coffee shop has decided to change its name.
Bluebird principal Alex Hall opened Rosella exactly one year ago at 23 Clinton Street. Competition here is fierce, given the number of java joints within spitting distance (that would be five). The Australian-born Hall ultimately decided to scrap the name and roll the location into his more successful “Brunswick Cafe” line of shops. The local one debuted two weeks ago.
Brunswick is named for a street in Melbourne. Like its sister locations, the much smaller Clinton Street iteration boasts an identical menu of breakfast and lunch options. Price points verge on excessive.
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Brunswick launched in Bed-Stuy right around the time Rosella made its debut here at home. But it apparently received way more fanfare. There is now a total of three stores across the boroughs – Lower East Side, Bed-Stuy, and Prospect Park. Hall told the New York Times last year that he hopes to have a dozen such locations by next year.
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