The Brooklyn Navy Yard Development Corporation on Thursday launched its Yard Opportunity Shop retail incubator program, designed to provide small, minority- and woman-owned businesses with access to retail space, infrastructure and support to help expand awareness of their offerings.
Located in Building 92 of the Brooklyn Navy Yard as a pop-up storefront, the Yard Opportunity Shop program gives local minority-owned businesses and entrepreneurs a unique opportunity to promote their products, test new concepts and directly engage with the Brooklyn community. During each three-month rotation, participating businesses will offer exclusive products, with select in-store events open to Navy Yard tenants and the broader community.
The first business to operate in the space is Monshe, a health-focused bakery founded by Bronx native Melissa Groneveldt. Originally started as a personal effort to enjoy treats during her own health journey, Groneveldt has sold more than 70,000 cookies since the company’s inception in March 2020.
Monshe cookies are sugar-free, gluten-free and keto-friendly, and come in a variety of flavors, including the best-selling coffee cake, chocolate fudge, and Navy Yard-exclusive blueberry lemon. In January, Groneveldt rebranded the bakery from Yummy Tummy4Life to Monshe, in honor of her late mother, who instilled a love of baking, family and wellness that continues to shape the business.
“Being named the inaugural business for the Yard Opportunity Shop is deeply meaningful. This moment represents more than a storefront — it’s about visibility, access, and what can happen when small businesses are truly supported," said Groneveldt. “I’m proud to open this space in Brooklyn and to lead in a way that shows what’s possible for entrepreneurs who are building with purpose, heart and resilience.”
The YOS incubator program is the latest initiative at the Yard to strengthen its support ecosystem for local small businesses, particularly women-and-minority-owned enterprises, while driving inclusive economic growth across all five boroughs, officials said.
"Through this program, we’re giving entrepreneurs a path to gain exposure and try new things without dealing with the leasing hurdles that stall so many small business owners," said Lindsay Greene, president and chief executive officer of the BNYDC.
The build out of the Yard Opportunity Shop was made possible by $300,000 in capital funding from Brooklyn Borough President Antonio Reynoso.
“Brooklyn wouldn’t be Brooklyn without small businesses and the owners who show up every day for their communities. These entrepreneurs deserve space, support, and the opportunity to thrive,” Reynoso said.
Monshe officially opens in the Navy Yard space on Friday. The pop up will be open Tuesday - Thursday, between 11:00am and 6:00pm, and on Friday and Saturday between 11:00am and 7:00pm.
