Allure Group

Who it is

The Allure Group is the nursing-home company founded by Yoeli (Joel) Landau. It is also the base from which he became one of the biggest players in skilled nursing. The Promote's coverage of Allure as a company is thin, and the newsletter usually treats it as Landau's calling card.

Its defining deal is Rivington House. Allure bought the Lower East Side nursing home in 2015, and the de Blasio administration then lifted a deed restriction that had limited the building to nursing-home use. Allure sold the property to Slate for $116M for a luxury condo project. The ensuing political scandal brought official scrutiny and helped prompt city reforms to how deed restrictions are lifted.

Allure's people also turned up at Genesis Healthcare. The Promote reported that Allure COO Melissa Powell sat on the distressed chain's board alongside Pinta Capital's David Harrington. That came up as Landau-affiliated entities bid for Genesis in its 2025-26 bankruptcy, a bid that ultimately failed. Landau's broader bets on Genesis, Aurora and ground-up projects are covered on his own page.