NEW YORK — Magnolia Bakery furthered its string of cross-brand collaborations with its latest collection in partnership with Jenny Lemons, a woman-owned accessories brand based in San Francisco.
By partnering with the apparel company on a line of hats, hair claws and bag charms/keychains inspired by some of the bakery’s most identifiable desserts — more specifically, the Carrie Cupcake, Red Velvet Cupcake and Confetti Cake — Magnolia Bakery can reach customers in new, unconventional ways.
“We’re always looking to tap into not only new verticals, but also new ways to bring the Magnolia Bakery brand to life,” said Sara Gramling, head of brand and community for Magnolia Bakery, noting previous wearable partnerships with jewelry brand Studiocult and Keds. “We’re always looking for a new category that we can enter and do something interesting and exciting for our brand and our fans.”
Jenny Lemons appealed to the bakery for its established focus on food-related accessories. Magnolia worked closely with Jenny Lennick, founder of Jenny Lemons and designer of the collection, to ensure the items highlighted the baked goods’ main attributes. Overall, it took the companies about a year to develop the three designs used in this collection.
“We worked really closely with her to not only design the products, but also do color acting and provide feedback on things like our signature swirl and where the daisy decoration goes on our Carrie cupcake,” Gramling said.
Gramling noted that partnerships with other brands offer Magnolia the opportunity to stay in the public eye and provide its customers with unique ways to engage with the brand beyond its baked goods.
“Many times, the goals of these types of partnerships in particular are a combination of opportunities to drive traffic to stores and continue engagement on social media, so success is measured differently depending on the type of partnership,” she said. “In this case, we’re hosting an icing class for local influencers in Los Angeles, so that’s an opportunity to drive content creation to promote the collection and also highlight our bakery in West Hollywood.”
The Magnolia Bakery x Jenny Lemons collection is available on the accessory brand’s website.
Previously, the bakery brand teamed up with other food companies including Incredibles, Stan’s Donuts and Ess-a-Bagel to offer unique, cross-brand experiences for customers.
