ʻUlu o Lele grand opening celebrates Lahaina businesses and community

Hawaiian Council, in partnership with the County of Maui and with support from Hawaiʻi Community Foundation, invites the community to celebrate the grand opening of ʻUlu o Lele today, Tuesday, Nov. 10 at the former Outlets of Maui site.

‘Ulu o Lele’s nearly two dozen selected small businesses (a full vendor list is included below) represent a step towards restoring livelihoods and economic activity while Lahaina’s long-term rebuilding continues. The celebration will bring families and neighbors together for food, entertainment and a free Common Kings concert.

The marketplace features 17 modular storefronts built in Hilo and transported to Maui. Individual businesses will open as they are ready, and some may begin operating after Nov. 10. 

ʻUlu o Lele officially opens to the public at 1 p.m. on Tuesday, Nov. 10, 2026. Welcoming remarks are set for 5:30 p.m. Featured entertainment includes Hālau Ke‘ala Kahinano O Puna at 6:30 p.m., a Lahaina remembrance at 7 p.m., Nuff Sedd at 7:15 p.m. and Common Kings at 8:30 p.m.

ʻUlu o Lele is located at the corner of Waineʻe and Papalaua streets in Lahaina. The grand opening event is free and open to the public.

ʻUlu o Lele Vendor Descriptions

Businesses selected for storefront spaces

Beyoutiful Soul Shop: Beyoutiful Soul Shop is a locally rooted boutique offering handmade and permanent jewelry, women’s apparel, accessories, crystals, gifts, and products from Maui-based and women-owned businesses. The wildfires destroyed the owner’s business and primary source of income, interrupting years of work building a successful Lahaina retail destination. Through ʻUlu o Lele, the shop hopes to rebuild while creating opportunities for local makers, supporting women entrepreneurs, and restoring the welcoming atmosphere and unique shopping experiences that helped define Lahaina’s business community.

Da Kine Tattoos and Collectables: Da Kine Tattoos and Collectables combines custom tattoo artistry with trading cards, collectibles, toys, and gaming-related products. Its owner lost his home and experienced significant business losses, while the tattoo shop where he previously worked was destroyed and has not reopened. Through ʻUlu o Lele, the business hopes to create opportunities for local artists and apprentices, attract customers to neighboring businesses, and offer a creative gathering place that supports connection and community recovery.

Goin Left: Established in Lahaina in 2015, Goin Left is a surf lifestyle boutique offering handcrafted surfboards, longboard fins, locally made artwork, clothing, swimwear, and accessories. The wildfires destroyed its storefront and inventory, forcing the business to transition to online operations and eliminating local jobs. Returning through ʻUlu o Lele would help restore a familiar Lahaina business, support local artists and makers, and celebrate the surf culture that has long been part of the community’s identity.

Handmade by Heather: Handmade by Heather specializes in customizable, reversible swimwear for women and keiki. The owner lost her Lahaina home, sewing studio, equipment, fabrics, and finished inventory in the wildfires. Reestablishing the business at ʻUlu o Lele would provide an opportunity to rebuild her livelihood and share her skills with the community. She also hopes to offer sewing classes to help Lahaina residents develop creative skills and potentially start businesses of their own.

Hawaiʻi Gelato: Hawaiʻi Gelato produces Italian-style gelato and dairy-free sorbetto. Before the wildfires, the business operated a retail location at 700 Front Street alongside its production kitchen. The fire destroyed its storefront and interrupted manufacturing operations for approximately six months, significantly affecting the owner and employees. Returning to Lahaina through ʻUlu o Lele would restore a familiar local treat, attract customers to the marketplace, and help rebuild commercial activity along Front Street.

HENŌHEA Hawaiʻi: HENŌHEA is a Native Hawaiian, wahine-owned fashion and lifestyle brand offering sustainably made apparel, swimwear, and culturally inspired designs for women, men, and keiki. Founded after the wildfires by a Lahaina survivor whose family lost their home and businesses, HENŌHEA represents a new beginning rooted in generations of family history. Through ʻUlu o Lele, the business hopes to create local employment, offer special pricing for Lahaina families, preserve cultural stories through wearable art, and help ensure that local families remain central to Lahaina’s economic future.

Kekai and Me: Kekai and Me is a Maui-based lifestyle brand offering locally designed beach accessories, cooler bags, towels, phone accessories, and everyday travel essentials. Its owners previously operated Akamai Cellular in Lahaina, which was destroyed just four months after opening. Since the fires, they have rebuilt through online sales and pop-up markets. Participating in ʻUlu o Lele would provide an opportunity to return to Lahaina, reconnect with customers, create employment opportunities, and encourage residents and visitors to support locally owned businesses.

Mary Go Round Clothing Company: Mary Go Round Clothing Company is an affordable secondhand clothing and accessories store offering men’s and women’s apparel, shoes, hats, and other thrift finds. The owner lost both the business and her Wahikuli residence in the wildfires. Since then, she has been rebuilding inventory in preparation for reopening. Participating in ʻUlu o Lele would restore an accessible shopping option for local families while attracting customers who enjoy thrifting and helping generate activity for neighboring marketplace businesses.

Maui Hub: Maui Hub is a nonprofit local food marketplace connecting Maui farmers, ranchers, and food producers directly with consumers. Its offerings include locally grown produce, meats, and value-added food products. Although its operations were not destroyed in the fires, many of the producers it supports lost important wholesale customers when Lahaina restaurants and businesses were destroyed. Through ʻUlu o Lele, Maui Hub hopes to expand access to locally grown food, create new sales opportunities for Hawaiʻi producers, and strengthen Maui’s local food economy.

Mina Massage Therapy: Mina Massage Therapy is a Lahaina-based wellness business providing personalized therapeutic massage services. Its storefront was completely destroyed in the wildfires, disrupting the business and displacing four additional licensed massage therapists who worked at the establishment. Reopening at ʻUlu o Lele would help restore a valued wellness service, create opportunities for local massage therapists, and provide kamaʻāina pricing to make its services more accessible to Lahaina residents.

Nani Shells: Nani Shells is a Maui-based handmade jewelry business established in 2013, specializing in one-of-a-kind designs featuring seashells, sea glass, pearls, gemstones, and precious metals. The wildfires disrupted the owner’s longstanding relationships with Front Street retailers and other West Maui businesses that had supported her livelihood. A storefront at ʻUlu o Lele would provide an opportunity to establish a direct retail presence, create local jobs, and help restore opportunities for Maui’s independent artisans.

One of Dakine Maui Carving: A family-owned business rooted in Lahaina since 1999, One of Dakine Maui Carving specializes in handcrafted wood sculptures. Passed down from father to son, the business carries on a legacy of craftsmanship and cultural preservation. After losing their home, workshop, and inventory in the Lahaina wildfires, they are rebuilding at ʻUlu o Lele. Through their artwork and hands-on classes, they hope to keep the art of wood carving alive while reconnecting with the Lahaina community they love.

Taste Da Rootz: Taste Da Rootz is a locally owned botanical beverage business specializing in ʻawa (kava), kratom products, and a welcoming environment for community gathering. Its Lahaina born-and-raised owners experienced significant business disruptions following the wildfires, including the loss of local market opportunities and income. Through ʻUlu o Lele, they hope to reestablish their presence in Lahaina, share the cultural significance of ʻawa, collaborate with other small businesses, and create a place where residents can reconnect.

The Jewelry Stand Maui: The Jewelry Stand Maui specializes in handmade and custom-designed gemstone, pearl, and crystal jewelry, including necklaces, bracelets, earrings, and other accessories created and fitted on-site. After operating on Front Street for approximately 26 years, the business lost its longstanding location and the livelihood its owner had built over decades. Returning to Lahaina would restore a familiar shopping experience and reconnect the business with generations of customers while helping revive the character and commercial activity of the town.

Lahaina Barber Company: Lahaina Barber Company provides professional barbering and grooming services. Its Lahaina barbershop, which had been operating for only three months, was destroyed in the wildfires. The owner, whose family has deep generational ties to Lahaina, hopes to reopen in the community and provide affordable, dependable grooming services. Through ʻUlu o Lele, the business aims to create local jobs, provide apprenticeship opportunities for affected barbers, and establish a welcoming space where residents can reconnect.

West Side Boba: West Side Boba is a locally owned food truck specializing in handcrafted boba drinks, fruit teas, milk teas, specialty shakes, and Filipino-inspired beverages. Its owners were displaced from their Lahaina home during the wildfires and experienced disruptions to their business and income. By establishing another location at ʻUlu o Lele, they hope to create jobs for West Maui residents, provide an inviting place for families and visitors, and help keep business activity and employment opportunities within the community.

Selected food trucks

Baya Bowls: Established in Lahaina in 2015, Baya Bowls specializes in fresh açaí bowls, smoothies, probiotic juices, cold brew coffee, and chai. The business lost both of its food trucks during the wildfires, including its primary location on Waineʻe Street. Although it has since resumed operations elsewhere in West Maui, returning to Lahaina would allow it to reconnect with longtime customers, provide accessible healthy food options, and help bring locally owned businesses back into Lahaina’s commercial district.

The Funky Mug by Drift: The Funky Mug by Drift is a neighborhood coffee shop offering freshly prepared coffee and pastries. Its Lahaina storefront was completely destroyed in the wildfires and has remained closed since. The owners have continued operating other Lahaina-based businesses while seeking an opportunity to bring coffee back. Through ʻUlu o Lele, they hope to restore a familiar gathering place for residents and workers, create local employment, and help bring everyday foot traffic back to Lahaina.

Front St Fresh: Front St Fresh is a locally owned food truck serving breakfast and lunch, including chilaquiles, breakfast burritos, smash burgers, açaí bowls, and other Mexican-inspired and local favorites. Its Lahaina-born-and-raised owners lost their home and belongings in the wildfires and temporarily relocated to Las Vegas before returning to rebuild their lives and establish the business. Through ʻUlu o Lele, they hope to provide affordable meals for local families and workers, support local suppliers, and help rebuild Lahaina’s economy from within the community.

Mr. Sub Deli: Mr. Sub Deli is a longtime Lahaina food business offering sandwiches and prepared meals for breakfast, lunch, and dinner. The wildfires destroyed its Lahainaluna Road deli, kitchen, and warehouse facilities, severely disrupting its operations and catering business. The owner’s family also experienced significant personal losses. Reestablishing operations at ʻUlu o Lele would help restore a familiar local dining option, support job creation, and contribute to rebuilding the business relationships and commercial activity lost in the fires.

Penne Pasta Cafe: Penne Pasta Cafe is a longtime Lahaina restaurant offering pasta, pizza, salads, sandwiches, and other Italian-inspired meals. The business lost its restaurant of 23 years in the wildfires, bringing decades of operations to an abrupt end. Reopening through a food truck at ʻUlu o Lele would allow the business to reconnect with longtime customers, restore familiar food offerings, and contribute to the return of everyday community life in Lahaina.

Smash Maui: Smash Maui is a locally owned food truck and catering business that previously operated near Maria Lanakila Church in Lahaina. Its food truck was destroyed in the wildfires just four months after the business opened, eliminating a significant investment and its opportunity to establish itself in the community. Through ʻUlu o Lele, Smash Maui hopes to return to serving Lahaina families, reconnect with customers, and help restore the sense of familiarity and community that local food businesses provide.

Ono Tacos Lahaina Mexican Food: Ono Tacos Lahaina Mexican Food serves up delicious Mexican favorites, including tacos, burritos, and quesabirrias. After the Lahaina wildfires disrupted their livelihood, this family-owned business worked to rebuild and get back to serving the community. Led by a hardworking mother of three, Ono Tacos Lahaina is rooted in family, resilience, and gratitude for the community that continues to support them.