Last Crumb Opens in Williamsburg for the First Time

Last Crumb Opens in Williamsburg for the First Time

The luxury cookie brand that built a cult following entirely through e-commerce opens its flagship retail location at 144 N 8th Street on May 28, marking the first time Last Crumb cookies will be available for immediate consumption.

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Last Crumb, the cult-favorite luxury cookie brand that became a cultural phenomenon through its e-commerce drop model, opens its first physical retail location today at 144 N 8th Street in Williamsburg, Brooklyn, between Bedford and Berry. The store is open daily from 11 a.m. to 10 p.m.

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 genuine cultural velocity without a storefront, a restaurant investor, or a retail presence of any kind.