BROOKLYN, NY — From its start in 2020, Last Crumb stood out among other bakery brands for its scarcity-drop, e-commerce concept, featuring weekly collections of brow-raising cookie types that arrive at customers’ doors in striking black packaging. The premium brand has spent the past decade growing with an exclusively digital operation. Its next intentional growth move, however, brings its sweet goods to people face to face.
On May 28, Last Crumb will host a grand opening event for its first-ever retail location, a 450-square-foot shop nestled in New York City’s Williamsburg neighborhood, right near the company’s production facility. Similar to its inky packaging, the storefront nods to the cookie company’s branding with a dark, gridded floor-to-ceiling layout.
Derek Jaeger, founder of Last Crumb, shared that while the direct-to-consumer (DTC) business is still the driving force behind the brand, the Williamsburg shop gives it a chance to take things to the next level.
“Our storefront gives us the opportunity to create the best possible cookie experience and get more cookies into more mouths,” he said. “It also creates real social reach that flows back to the DTC arm. It’s a win-win.”
The shop will offer a lineup of eight permanent flavors and one rotating variety, as well as a beverage program including coffee and custom milk drinks called Shaken Milks. Each cookie variety will also be placed on a custom heating device to enhance the experience of each offering.
“The keyword for the storefront is intention,” Derek said. “Every detail is thought through to give the customer the best possible version of each item … Yes, you can (and are encouraged to) take the cookies to go and they’ll still be perfect, but when they hit your hands in-store, we know we’re giving you the best possible eating experience for an immediate bite.”
Conceptually, Last Crumb is offering an elevated version of what customers have come to know the brand for.
“Shipping creates limitations on ingredients and techniques we want to use, and the storefront removes those barriers,” Derek said, noting that the store will have a pastry lead on staff finishing cookies near order. “We can finish cookies with fresh creams, fruits and pastry techniques that aren’t possible in a shipped product.”
The shop also creates a playground for innovation, with Derek teasing that the storefront will enable the brand to collaborate with parties ranging from local chefs and restaurants to fashion brands.
Opening week will feature an assortment of surprises, including a shop-exclusive flavor, limited secret menu for devoted customers, and happy hour specials.
