Crumbs Expands Retail Reach

Crumbs Bake Shop has cooked up a deal with BJ's Wholesale Club to bring a selection of its baked goods to 201 club locations across 15 states.

The new retail line will feature an assortment of the bakery's sweet treats including cupcake three-, six- and 12-packs, a colossal cupcake, ice cream sheet cakes and ice cream cakes.

"We are thrilled to have BJ's Wholesale Club as the launch partner for our new and rapidly expanding licensing program, and to be able to offer the Crumbs Bake Shop experience to all of BJ's customers," says Edward M. Slezak, chief executive officer and general counsel, Crumbs Bake Shop. "Selling some of our signature desserts at BJ's affords us the opportunity to introduce Crumbs Bake Shop to new customers and to expand our brand presence beyond our own brick-and-mortar stores."

The items are available now in the bakery department and freezer sections of BJ's Wholesale Club stores.