Last Crumb, the cult-favorite luxurycookie brand, has opened opens its first physical retail location today at 144 North 8th Street in Williamsburg, Brooklyn, between Bedford and Berry.
Founded in 2020 by Derek Jaeger in Los Angeles, Last Crumb was the first direct-to-consumer food brand to execute a scarcity drop model at scale. Weekly releases of 400 to 500 boxes sold out in under ten seconds. Celebrities shared the brand organically to millions of followers. The brand achieved cultural velocity without a storefront, a restaurant investor or a retail presence of any kind.
Last year, Last Crumb has moved its headquarters to New York City. The company expanded with the backing of Privcorp Group, David Grutman, Andrew Rosen, Austin Rosen and Michael Silverstein, former global consumer practice leader at BCG and author of Trading Up.
The company invested in a state-of-the-art production facility in South Williamsburg. The Williamsburg store is the start of the retail growth phase of the company, an expansion from exclusive e-commerce gifting to immediate, in-person consumption, giving New York its first permanent access to Last Crumb. Additional presence and retail locations in New York City will follow.
Each Last Crumb cookie is made from scratch with its own in-house recipe, bake temperature and compound butter formulation. The full process, from dough to finished cookie, takes three days, and all caramels, creams, fruit compounds, and pastes are produced in-house at the brand’s South Williamsburg facility. The team has developed hundreds of flavors across the brand’s history, with more than 100 on the current R&D list.
Freed from the constraints of packaging and transit, the in-store format expands what the product can be. Cookies are baked same-day and served at precisely calibrated temperatures via individual warmers, optimized per flavor for immediate consumption. The format also opens room for creative experimentation, chef collaborations and new techniques that a box in the mail could not support.
Eight permanent flavors, including Xx Chip (chocolate chip), the Madonna (peanut butter and When Life Gives You Lemons (lemon bar) are in the lineup, with a rotating ninth that changes without a set schedule or quantity.
