ATLANTA — Since its 2020 founding, Sugar Shane’s Bake Shop has grown in offerings and reach, boasting four storefronts across the Atlanta metro area and a vast menu including cookies, brownies, cakes and breads. Shane Quillin, the bakery’s founder, is teaming up with venture studio Founders Row to expand the business’s offerings.
Together, the companies announced The Baking Social, an elevated-yet-casual baking class concept. Its first flagship studio is set to open in early 2026 in Atlanta. This marks Founders Row’s second investment since it first opened in September 2025.
The program puts a new spin on hands-on baking workshops, prioritizing the craft’s social and creative aspects over technical excellence. Customers will be able to create a range of baked goods from recipes made just for The Baking Social and some of Sugar Shane’s signature offerings in a low-stakes environment. In addition to the classes, the studio will also offer grab-and-go baked goods available to the public.
“The Baking Social is something people have been asking for without having the words for it, an experience that’s fun, hands-on and memorable,” Shane said. “We are looking forward to giving others the opportunity to have fun and learn to bake in a curated environment. With Founders Row, we have the platform and the operational muscle to scale it.”
