Los Angeles Business Journal

Sprinkles Cupcakes to Franchise in Middle East

By Deborah Crowe Tuesday, June 19, 2012

Sprinkles Cupcakes on Tuesday said it had signed a franchise agreement to open 34 locations in the Middle East. It will be the trendy Beverly Hills bakery’s first overseas expansion.

The agreement is with M.H. Alshaya Co. in Safat, Kuwait. It is an international retail franchise operator in the Middle East, North Africa and Europe. It represents more than 55 brands, including West L.A. gourmet frozen yogurt chain Pinkberry and Calabasas upscale restaurant chain Cheesecake Factory Inc.

Sprinkles, which opened as a cupcakes-only bakery in 2005, is considered responsible for launching the gourmet cupcakes and now has many competitors. The private company has 10 U.S. locations, including New York, Chicago, and Washington, D.C.

"Sprinkles Cupcakes are a sophisticated update on an American classic and have developed an international fan base among overseas visitors,” said co-founder Candace Nelson in a statement. “We are delighted that we can satisfy that demand by expanding out of the U.S. through our partnership with Alshaya.”