Pertinacious, a local speciality coffee brand that started with a mobile cart, is opening its first standalone shop in Montford.
Why it matters: The expansion marks a major milestone for 23-year-old founder Emma Layman, who has built a loyal following by sharing the behind-the-scenes reality of running her small business on social media.
Driving the news: Pertinacious is aiming to open in mid-January 2027 inside Centro Montford, a new apartment development near Park Road Shopping Center.
Catch up quick: Layman started Pertinacious with a coffee cart in 2024 and later expanded to The Club, a fitness and coworking space in South End.
She told Axios in September that monthly sales had grown from $8,363 to $29,156 in one year.
Pertinacious will continue operating its cafe inside The Club after the Montford storefront opens.
What to expect: The roughly 700-square-foot shop will have a handful of indoor tables and an outdoor patio.
The menu will feature all the specialty coffees customers already love, including the blueberry vanilla latte, which Layman says has sold more than 6,000.
The new cafe will also offer more food options. Expect grab-and-go items such as overnight oats, chia seed pudding, toast and artisan-style sandwiches, plus pastries from local bakeries Whisk + Wood and Wheatberry.
Hours are tentatively 7am-4pm, seven days a week.
What they're saying: Layman says having a space of her own has been the goal from the beginning.
"Being at The Club has made everything possible, and now I'm excited to create something that's uniquely ours," she says.
Zoom out: Montford has a little bit of everything, from Michelin-recommended tasting restaurant L'Ostrica to longtime neighborhood favorites Moosehead Grill and karaoke bar Jeff's Bucket Shop.
Nearby, Park Road Shopping Center has even more restaurants, shopping and a movie theater. Plus, Bittersweet is taking over the former Good Food on Montford space.
The big picture: Layman wants Pertinacious to be more than a place to grab coffee. She's hoping it'll become another gathering spot for the neighborhood, including high school students at nearby Myers Park High School.
If you go: Pertinacious' Montford cafe will open at 1700 Abbey Pl.
By: McKenzie Rankin