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Crumbs Begins Re-Launch

Crumbs Bake Shop re-opened its location at Chicago Water Tower Place Thursday, as part of the re-launch of the confectionary brand.

The Chicago location follows store re-openings in Times Square and the Garment District in New York, Los Angeles, Newark, Del. and Union Station in Washington D.C. as well as the re-launch of the Crumbs.com website.

Plans are also in place to bring a Crumbs Bake Shop to the North Chicago suburbs of Highland Park in the next 30 days.

Under the direction of Marcus Lemonis, entrepreneur and host of CNBC's reality series "The Profit," and Fischer Enterprises, owner of Dippin' Dots and Doc Popcorn, Lemonis and Fischer Enterprises formed a joint venture, Lemonis Fischer Acquisition Company, to save the bake shop from closing its doors last July when it was on the heels of bankruptcy. The partners have initiated plans for the bake shop to not only re-open its stores, but also to diversify its brand with new products at mass market including a cookie line, ice cream products and a chocolate bar, among other confectionary items.

"We believe we have found a winning formula by combining the beloved Crumbs cupcakes with an exciting new mix of products," says Scott Fischer, chief operating officer, Fischer Enterprises. "The revamped Crumbs concept should appeal to both the existing Crumbs customer base and anyone looking for a great sweet or snack option."

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