Our Humble Beginnings (2004)
New York Bar Store started in 2004 in New York City as a side venture between myself and my hometown friend and roommate, Andrew. We began selling bar products through:
- Our own ecommerce website
- eBay listings
- Overture ads (precursor to Google Ads)
With no drop shipping available from our distributor, we had products 2-day aired to our NYC apartment, then repackaged and shipped to customers - a true bootstrapped operation.
Growth Through Multiple Phases
Our operation evolved through several locations and business models:
- Apartment Operations - Our initial NYC home base
- Shoe Shining Shop - First commercial space downstairs
- UPS Store - Leveraged their packaging services
- College Fraternity - Expanded storage and operations
- 3PL Partnerships - Professional fulfillment solutions
We expanded sales channels to include Amazon, wholesale, and retail while attending trade shows in NYC, Atlantic City, and Las Vegas.
Current Business Model
Today, New York Bar Store serves as the distribution arm for our owned brands under the Para Living holding group, including:
- Esatto
- Excalibur Brothers
- Akitai
This centralized approach allows us to efficiently build:
- A dedicated sales team
- Trade show presence
- Influencer networks
- Industry trust and recognition
The New York Bar Store brand, established through decades of industry involvement, provides credibility and scale advantages for all our brands.
Why This Model Works
By consolidating distribution under the established New York Bar Store brand, we leverage existing industry relationships and infrastructure rather than building separate networks for each brand. This creates efficiencies in sales, marketing, and operations while maintaining brand independence where it matters most.