Famous Brands International, the parent company of TCBY Yogurt and Mrs. Fields Cookies will debut its dual-brand TCBY and Mrs. Fields Cookies layout in Los Angeles. This is the first TCBY to re-enter the Los Angeles market since 2010, and this time, the brand will be returning with Mrs. Fields Cookies to serve an increased variety of sweet treats.
The exact locations of the dual-branded stores are still being finalized, but approximately four stores will be established in prominent Los Angeles city locations and an estimated seven stores are expected to be located in the greater Northern LA region. With the strong consumer demand for both of these globally recognized desserts, Los Angeles is an attractive market to expand the Company’s dual-brand concept.
“Los Angeles is an extremely attractive market and presents a huge growth opportunity for TCBY and our new dual-brand concept,” said David Bloom, COO of Famous Brands. “We continue to expand our brands to meet customer demand and we are confident that our new dual-brand concept will better position us to deliver superior products and service to our existing and new customers. I look forward to the Company’s next phase of growth and providing an enhanced experience for our customers.”
The new dual-brand stores will feature branding elements of both TCBY and Mrs. Fields and offer unique, new treats, such as cookie-and-yogurt sandwiches and Mrs. Fields brownies mixed in frozen yogurt.
“The Mrs. Fields Cookies and TCBY brands are individually recognized in their respective markets for their high quality products and superior customer experience,” said Ravi Grewal, a longtime TCBY franchisee who will be opening the first dual-brand location in Los Angeles. “The dual-brand concept, in addition to the assortment of dessert and gifting options available in-store, will prove invaluable to guests and franchisees alike. I am pleased to be able to offer this exciting, unique experience to customers.”
In addition, franchisees now have the option of selling Mrs. Fields gift merchandise at store locations, which generated $50 million in sales last year. The Mrs. Fields gift merchandise will only be offered in the new dual-brand locations, which will feature a retail space for gift products and online ordering kiosks, known as Mrs. Fields Gifting Stations. Customers will have the opportunity to browse and send gifts to friends, family and business associates through MrsFields.com.
Z Capital Partners, L.L.C. (“Z Capital”) is a leading private equity firm with approximately $1.7 billion of regulatory assets and committed capital under management and with offices in Lake Forest, IL and New York, NY. Z Capital pursues an opportunistic, value-oriented approach in private equity that includes making control investments in middle-market companies that may require growth capital, turnaround, restructuring or other special situations.
Z Capital portfolio companies currently have aggregate worldwide annual revenues of approximately $1.5 billion, sell products in over 30 countries, and have in excess of 190,000 associates directly and through joint ventures.