That new formula will gradually replace the original one as the pair tentatively reopens Ample Hills stores in Manhattan and Queens, and a new manufacturing facility and premiere store in Brooklyn’s Industry City. So far, they have no expansion plans outside of New York City. “We’ve said yes too many times,” said Mr. Smith.
Will their attempt at a second act go more smoothly than the first?
Their plan has recent precedent: Last year, Crumbs founders Mia and Jason Bauer bought their brand back for $300, reinventing it as a supermarket and direct-to-consumer operation, without stores. Their cupcakes and cookie jars are sold in New York City’s upscale supermarkets, and they just raised $1.5 million for expansion.
“All that money we spent on landlords and labor was not needed this time,” said Mr. Bauer.
But the owners of Ample Hills are doubling down on bricks and mortar. “We want to get to know our customers again,” says Ms Cuscuna, 53. She described the feeling of walking into the original store as “surreal”.
Mr Smith for his part last week characterized his emotional state as “excited, thankful and terrified”.
Mr. Brodsky, the investor of Ample Hills, is not concerned. At the age of 84, he has seen a lot.
“They built a brand that went out of business twice and still exists,” he said. “That only happens when you do something really special.”
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