Magnolia Bakery

About Magnolia Bakery

The original Magnolia Bakery was opened in 1996 by Jennifer Appel and Allysa Torey in New York’s Bleeker Street - the duo making their signature cupcakes from leftover cake batter. Appel left the business in 1999, and Torey sold the business to Steve Abrams in 2006, who in turn sold it to private equity firm RSE Ventures in 2021. The brand currently has 12 US locations - the majority of which are in New York - plus 11 in India, eight in Turkey, seven each in the Philippines and UAE, five in Qatar and one in Kuwait. At the start of 2026, Magnolia Bakery started exploring a UK market entry. Leading the international expansion is Rick Raison, who was appointed as the brand’s vice-president of international and development sales last year. Raison told Propel: “As our international footprint has expanded, the UK has naturally moved higher in our prioritisation. We believe the timing is right given continued demand for differentiated experiential food brands and continue searching for a strong partner to franchise the Magnolia Bakery brand across the UK. The UK has a strong independent and branded bakery and café sector, and rather than viewing it purely as competitive, we see it as validation of consumer appetite for premium dessert-led concepts. We’re currently assessing strategic options for entry. As with any new market, we take a disciplined approach, ensuring the right structure, partner alignment and real estate strategy before moving forward. While we don’t have a confirmed timeline yet, London is naturally a compelling entry point given its international profile. That said, we evaluate markets holistically and are focused on long-term, quality positioning rather than speed to market. Long-term, we would expect a measured, city-led expansion strategy in the UK, focusing on high-footfall urban locations, premium retail destinations and select neighbourhood sites where the brand can thrive. We have our sights set on working with an experienced and reliable partner for the market in the form of a long-term franchise partnership across the UK.”

Why franchise with Magnolia Bakery

• ✓Magnolia Bakery also launched its first domestic franchise system in 2025 and will open its first US franchise location in Salt Lake City in June. The company said it would not rule out equity openings in the UK and that it “approaches each geography independently rather than applying a uniform model globally”. It said it has seen 30% international unit growth year-on-year and offers flexible and scalable unit formats, from 35-200 square metres.
• ✓The company said: “Magnolia Bakery has growth potential for qualified entrepreneurs and groups to become proud franchise owners and bring our beloved recipes, trademark whimsy, and exclusive brand to cities and countries around the world.”
• ✓Magnolia Bakery offers international franchises in two formats: flagship stores (120- 200 sqm, full production on-site) and no-bake stores (60–80 sqm, limited production on-site).
• ✓Magnolia Bakery offers multi-unit development agreements based on the initial expected store potential in the country of interest. It does not offer direct or indirect financing and does not guarantee any leases or loans. Franchisees must secure third-party financing independently.
• ✓Initial onboarding (held virtually or in NYC) includes site selection criteria and processes, design/layout procedures, supply chain and vendor support and initial operations training. Operational support includes grand opening support; ongoing access to manuals, systems and marketing templates; and site visits, quality assurance and training updates. Magnolia Bakery provides buildout specifications and design standards, but you are responsible for construction and contractor management. You must propose locations that Magnolia Bakery approves based on its minimum site qualification within the market of development. The standard initial term is ten years, with two five-year renewal options, but may vary based on local franchise laws. In the US, initial investment range is $696,000 to $1,198,270 per bakery, with an initial franchise fee for the first bakery $49,000, and a franchise fee for each additional bakery of $39,000.