Modernica furniture owners take over former Twinkies bakery

The owners of Modernica furniture have purchased the former Hostess Brands bakery plant in Elysian Valley and envision a variety of uses for the sprawling complex.  Brothers Frank and Jay Novak, owners of the furniture company known for its mid-century and contemporary-style pieces,  purchased the property after Hostess Brands filed for bankruptcy and sold off numerous properties across the country, including the Elysian Heights bakery where Twinkies and other baked good were made.

What do the Novaks have in mind for the plant on Ripple Street at the northern tip of Elysian Valley?   In a Viewpoints piece for the Eastsider, Julia Meltzer  provided more details:

I met with the Novak brothers several weeks ago to get a sense of their vision of the future of the north end of Frogtown. Jay Novak said, “What happens here will reflect Silver Lake, Atwater Village and the current essence that is Frogtown.”  Given that Silver Lake and Atwater Village have a very different essence then Frogtown, it is unclear at this point what this blended mix will come to look like.

For starters, the building will house their prop rental business which they are moving from their previous downtown location. They recently signed a lease with Good Eggs, a new company that is treading into the local-organic food distribution business.

They dream of The Ripple Street Diner filling the building that was once a day-old bakery shop for Hostess. “It will be a place where you can get a cup of coffee and fried eggs in the morning,” Jay continues, “but with some vegan options as well.”

Many of Elysian Valley’s small factories, manufacturing plants and industrial properties  have been converted into to  art, design and residential uses in recent years.


  1. Cheers to the novak brothers for exploring the potential of this property – and investing in frogtown!

    OK…I made this easy for you you Eastsider commenters… commence to bemoan change and rail against gentrification!

  2. This space will be transformed! So happy that Good Eggs is the first tenant. Their mission is amazing: To grow and sustain local food systems worldwide! They’re a super innovative company, making a huge and positive impact in LA.

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