The Real Deal New York

From the August issue: Hot soup and ice cream, anyone? While those foods may not seem like an obvious — or even appetizing — combination, for Coldstone Creamery and Original Soup Man, retailers that are opening shared spaces together, the pairing represents an adoption of a strategy pursued by many small stores. The move to shack up — borrowed from partnerships between larger national brands like Barnes & Noble and Starbucks — typically brings in a wider variety of customers and saves money in rent. Another local example is New York City Explorers, a childcare center, which brought in the cafe Blue Marble Ice Cream as a subtenant at a second location that opened in May at 186 Underhill Avenue in Prospect Heights, Brooklyn.