Cole Valley is about to get a caffeine-and-gear upgrade. Double Black SF, a new coffee bar and outdoor-apparel shop, is set to open this spring at 925 Cole St., inside the first brick-and-mortar location for local gear brand Yardsale. The business is taking over the former Pharmaca space, with founders Cristina Ashbaugh and Kelly McGee planning a soft launch in mid-April and an official opening in early May.
A fast-growing local brand
Yardsale launched online in 2023, after Ashbaugh and McGee began designing gear in McGee's Cole Valley garage. The brand gained serious momentum after a 2024 appearance on "Shark Tank," which landed a $250,000 investment, as reported by The San Francisco Standard. The founders, a former tech marketer and a former Apple product designer, are now bringing the business back to the neighborhood where they live.
A big space for a local brand
The 3,450-square-foot storefront at 925 Cole St. will serve multiple roles: Yardsale's retail floor, its back-of-house warehouse, and the brand's headquarters, according to Yardsale. The building's original brickwork and skylights were among the features that drew the founders to the space.
Coffee, pastries and neighborhood roasters
On the cafe side, Double Black's menu is expected to highlight lattes, matcha, and pastries. Ashbaugh and McGee say they have lined up Saltwater Bakeshop for baked goods and are in talks with nearby Bird and Bear Coffee and Linea Coffee Roasting + Caffè, as detailed by The San Francisco Standard. The Double Black name nods to steep ski runs and the founders' preference for strong, black coffee.
Neighborhood shift
The timing comes as larger chains pull back in San Francisco, with Peet's closing or planning to close several Bay Area locations, a trend local outlets have noted. Recent Peet's closures and other cutbacks have been documented by neighborhood news sites, and nearby shop owners say those moves can open the door for independent concepts.
Ashbaugh and McGee say the cafe element is meant to encourage people to linger and experience the brand, not just pop in for a quick purchase. They have been documenting the buildout and tasting sessions on TikTok, and they envision the spot as a neighborhood hub for run clubs, pre-hike coffee stops, and small community events.
Construction is underway, and the brand's website says they plan to open in April, with a soft launch in mid-April and an official opening in early May. Once the doors are open, the space is expected to function as a shop, a warehouse, and a place where neighbors can grab an americano alongside alpaca sweaters.
