Skip to main content
Exterior view of our East Fork Brooklyn storefront complete with 2 large windows and a brown door in the center

The Making of East Fork Brooklyn

A behind-the-scenes look at designing our new store

After months of dreaming, scouting, and planning, in mid-November of 2024 we opened the doors to our third brick-and-mortar store on Atlantic Avenue in Boerum Hill—a vibrant neighborhood rich with centuries of history, featuring nineteenth-century architecture and a host of independent homeware and clothing shops.

From Atlantic Avenue’s beginnings as a country lane in the 1700s to its evolution into a bustling corridor of commerce and culture, it has long been a meeting point of the old and the new. “The avenue, especially near the waterfront, has been a shopping destination since the late 1800s, but the block between Hoyt and Bond in particular became known as “antiques row” during the Brooklyn of the 1960s and ’70s,” Curbed wrote about our new location.

Today, we’re thrilled to have a new home, offering a wide-ranging collection of home goods, including our signature ceramic dinnerware, glassware for all occasions, and custom-made textiles sourced from other makers we admire.

Two photos side by side of the East Fork Brooklyn exterior, the left is an empty unpainted storefront with no signage, the right has pottery filled in the windows, a sign that reads 'East Fork' and some of the exterior painted in a cool terracotta color.

A Long Time Coming

Alex standing in East Fork Brooklyn in front of a shelf of periwinkle mugs, bowls, and plates

"We have more loyal East Fork collectors in Brooklyn than anywhere else in the country which made the decision to open a new store here pretty easy,” our Founder & CEO Alex Matisse, said.

“When we narrowed in on Brooklyn there really was one block that we wanted to be on. We looked at two other storefronts that fell through before landing at 377A Atlantic, but I’m glad our persistence paid off. We’re surrounded by so many other amazing independent homeware stores and boutiques, and it feels like the energy is just building and building. We’re so excited to be part of this community and I look forward to watching our store settle into the neighborhood."

After considering several other spots around New York, we landed on the 750 square foot space, originally constructed in the 1940s. This location’s blend of sunlight, original brick walls, and a charming fireplace spoke to us immediately—its character aligning beautifully with our ethos, balancing a traditional and contemporary look that blends craftsmanship and function.

An old black and white photo of the building with old cars outside on the street.

The Making of East Fork Brooklyn

Kirby, our Senior Sales Manager, led the project from start to finish and described the process as one of learning, problem-solving, and teamwork:

“My role in the Brooklyn store opening was project managing… This was everything from scouting store fronts until we found our home at 377A, to working with designers and contractors, to hiring and onboarding our sweet store staff, and finally moving in, setting up, and leading the team through the grand opening,” Kirby said.

Side by side photos of the interior of East Fork Brooklyn, the left is dark and empty, the right is bright and warm, filled with shelves of pottery and one long table going down the middle.

The vision for the space was clear. It needed to feel like an extension of the East Fork brand while reflecting the spirit of Brooklyn. To achieve this, Kirby and Sarah, our Visual Merchandising Manager, who spearheaded store setup, worked closely to create a warm, inviting environment.

A long built in shelf against a brick wall with a mirror and ceramic bowls and plates fill the shelves

“We wanted the space to feel aligned with our other locations in Asheville and Atlanta, but also add a fresh perspective,” Kirby explained. “We played around with mixing woods of the fixtures to show how the pots can look on different tables. As with all our stores, we made sure the layout invited people to grab pieces from the shelves and create their perfect table setting right there in the shop.”

Sarah added, “I kept my idea of the East Fork brand in mind, focusing on high-quality, natural materials and timeless style. We wanted the store to feel like a place someone could live in.”

A view of East Fork Brooklyn from the back of the store with a long table down the middle and warm shelves filled with items like pottery, table linens, candles and more.

A Collaborative Touch

Mother Studio, a design firm based in Asheville, North Carolina, played a pivotal role in shaping the look and feel of the store. Their expertise in creating spaces that balance warmth and modernity brought our vision to life. From the fixtures to the layout, their thoughtful approach ensured every detail of the store spoke East Fork’s design language.

Printed mood boards for the store laid out on a window sill.

Another standout element is the stunning tilework gifted from Fireclay Tile, a fellow B-Corp business located in California whose commitment to craftsmanship and American manufacturing matches our own. The tiles in the Brooklyn store’s bathroom and around the cash wrap not only elevate the space but also serve as a reminder of the power of collaboration and shared values in design.

The back cash wrap in East Fork Brooklyn filled with beautiful tile and 2 narrow windows in the back.

Challenges & Triumphs

Opening the Brooklyn store came with a unique set of challenges, first and foremost being getting the pots to the shop. “Sometimes we forget just how heavy pottery is and how much effort it takes to move it,” Kirby noted. “We definitely had some challenging moments the week before opening navigating all of that amidst the busy streets of Brooklyn. We had to get 16 pallets of product in the shop before opening!”

Warm wood shelves highlight neutral tan, white and black ceramic dinnerware with flatware, napkins, candles and more merchandised as well.

Timelines were another obstacle. When Hurricane Helene devastated our hometown in Asheville, it complicated the logistics of opening the Brooklyn store, Sarah mentioned. “I kept following up with vendors to make sure things would be done on time and crossed my fingers! I just had to be flexible, doing what was available to be done until something else was free to work on. The end felt like a mad dash!” she said.

A Community to Call Home

For Sarah, who lived in New York for nine years, returning to the city to help get the store off the ground just felt right. “I love how the space was revitalized…the new floor is so beautiful! The bathroom also was totally transformed, and I love the tiling in it. All the furniture in the space is so handsome. And in Brooklyn, the energy of the neighborhood is one of my favorite parts.”

A person hanging up a table runner on a display bar in East Fork Brooklyn

“Coming from the South, I don't think I expected to feel such a strong sense of community in New York,” Kirby added. “Especially so early on, everyone has been so welcoming, and it really feels like we found our new home.”

Visit East Fork Brooklyn

Related Reading
An animated image that says "East Fork is a vessel for" a rotating number of things