Crumbs is rising again in New York City less than three months after the company declared bankruptcy, according to an investor who now owns a share of the cupcake chain.
The company will hold a grand reopening for its location on Broadway between 37th and 38th streets on Tuesday morning, according to a news release from Marcus Lemonis. Lemonis is an investor and CNBC reality show host who owns a part of the bakery chain along with several other confectionery companies including Dippin' Dots.
Crumbs, which shuttered the doors of its shops nationwide this summer after its stock was delisted by Nasdaq, will also reopen 25 more locations in New York, Boston, Chicago, Los Angeles, Washington, D.C., and in Delaware over the next 30 days, Lemonis said.
The company will also begin selling sugary treats on its website Tuesday.
As part of the reopening, Lemonis said Crumbs will offer a greater variety of sweets, including lines of cookies, ice cream and chocolate bars.
"Saving this iconic bake shop was important to me not only because of its existing delicious products, but because there is a tremendous opportunity to expand product offerings so that every sweet lover can find something they'll enjoy," he said.
Crumbs was founded in 2003 by husband-and-wife team Jason and Mia Bauer on the Upper West Side. It was purchased by a shell company in 2011 and went public, selling giant cupcakes topped with M&Ms, cookie dough, and Girl Scout cookies.
