Hollywood’s favorite cupcakes are heading to the Middle East this year following the signing of a franchise agreement between Sprinkles Cupcakes and M.H. Alshaya Co. M.H. Alshaya is a leading international retail franchise operator of over 55 brands, including Starbucks, P.F. Changs, H&M, Cheesecake Factory, Pinkberry, Shake Shack and Pottery Barn. This partnership will expand the Sprinkles brand into ten countries across the region, including Bahrain, Egypt, Jordan, Kuwait, Lebanon, Morocco, Oman, Qatar, Kingdom of Saudi Arabia (“KSA”) and The United Arab Emirates (“UAE”).
Based in Beverly Hills, Sprinkles Cupcakes launched in 2005 as the first cupcakes-only bakery and is widely recognized as the originator of the gourmet cupcake trend. The brand has since expanded and today operates ten outlets across the United States, including New York, Chicago and Washington, DC. Its partnership with Alshaya supports its international expansion plans with the first Middle East Sprinkles store expected to open in Kuwait in December.