Sprinkles Cupcakes headed to the Middle East

by Eric Schroeder
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BEVERLY HILLS, CALIF. — Sprinkles Cupcakes and M.H. Alshaya Co., an international retail franchise operator, have signed an agreement under which Alshaya will open Sprinkles Cupcakes stores in the Middle East, with the first set to open in Kuwait later this year.

Headquartered in Beverly Hills, Sprinkles Cupcakes launched in 2005 as the world’s first cupcakes-only bakery. The brand has since expanded and today operates 10 outlets in the United States, including New York, Chicago, and Washington.

“Sprinkles Cupcakes are a sophisticated update on an American classic and have developed an international fan base among overseas visitors,” said Candace Nelson, co-founder of Sprinkles Cupcakes. “We are delighted that we can satisfy that demand by expanding out of the U.S. through our partnership with Alshaya. Our brand is all about outstanding taste and quality and we are confident that Alshaya can deliver that promise to consumers in the Middle East.”

Mohammed Alshaya, executive chairman of M.H. Alshaya Co., added, “At Alshaya we are committed to bringing exciting international retail ideas to new markets by forging partnerships with innovative and iconic brands that consumers love. Sprinkles Cupcakes is one of those brands and is a great addition to our food portfolio. We look forward to welcoming them to Kuwait later this year.“

In addition to its 10 retail locations in the United States, Sprinkles has a travelling Sprinklesmobile — the world’s first cupcake truck, and sells its cupcake mixes at more than 250 Williams-Sonoma stores throughout the United States and Canada. Earlier this year Sprinkles debuted the world’s first Cupcake ATM.

M.H. Alshaya Co. is an international franchise operator for more than 55 of the world’s most recognized retail brands, including Starbucks and P.F. Chang’s.

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