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Indulge Yourself in a CupcakeStop.

Mall operator brings baker in from road

Article courtesy Crain's New York

Warning: A trip to the Staten Island Mall is about become more fattening. At the behest of the mall's operator, General Growth Properties, CupcakeStop will be opening there in October.

The two-year-old outfit, which started out selling its goodies from a single truck roaming the streets of New York, will have a 10-foot by 12-foot kiosk in the mall courtesy of a new partnership with the property's owner, according to CupcakeStop CEO Richard Kallman. The kiosk, designed by Carrollton, Tex.-based Stak Design, will feature specially-lit counters.

“Cupcakes will be displayed like jewelry,” said Mr. Kallman.

To help build healthy appetites, there will also be a big video screen showing clips of the company's bakers making the goodies which — despite the name on the sign — will include macaroons, cakes and pies. The kiosk will be manned by two staffers, and consumers will be able to choose their own frosting and create their own cupcake. The company is still working its pricing.

The deal could potentially be sweet indeed for CupcakeStop. According to Mr. Kallman, General Growth approached him with the idea of selling his cupcakes at its malls across the country. He noted that he is already in discussions to replicate what he plans to offer in Staten Island at other General Growth's malls in 43 states.

“We certainly aim to provide the best in retail and entertainment, but we also look for creative, diverse and unique selections,” said Alan Barocas, senior executive vice president of leasing for General Growth, in a statement. “CupcakeStop certainly fits that mold. After all, who doesn't love cupcakes?”

Earlier this month, CupcakeStop brought one of its two trucks to Long Island City, Queens' food-truck lot. The company's cupcakes are also sold at RouRou Café in the West Village, which is co-owned by Mr. Kallman.

CupcakeStop, which was founded by law student Lev Ekster, will be moving its baking and production facility to New York City from Montclair, N.J. shortly.