Dorothy Lane Market will soon have a Love Cakes storefront in Washington Square that will allow people to order a new line of cakes and ready-made options.
The new Washington Twp. location on Far Hills Avenue is under construction and the store hopes to have a grand opening in early October, said Scott Fox, vice president of bakery and coffee for Dorothy Lane Market.
Love Cakes, the second biggest part of DLM’s bakery business behind its artisan breads, currently has a retail presence in the central bakery behind the store, but Fox said the move beside the Culinary Center and DLM Drive Up spaces will give the company more visibility and allow it to launch new services.
“The location of Love Cakes is really kind of behind the store and it’s more of an industrial area,” Fox said. “It’s kind of hard to find. Being out front of the shopping center itself will give us much better retail presence. There’s much more space for customers to come in.”
The new location will also give Love Cakes a chance to launch ready-made cakes, where customers can pull up to the store and pick out a cake from a display to take home immediately. Previously, the retail presence was more of a meeting space for wedding consultations and to order a cake in advance.
A new line of dessert cakes is also in the works, Fox said, though it may not be ready at the initial opening.
The move includes the addition of a more private consultation room and more space for the decorators to work, Fox said.
“We hope to be able to grow sales with all these other attributes. Also, it’s going to free up space in our central bakery operation which is much needed,” he said. “We’ve been very cramped over there.”
Laura’s Cookies, which partners with DLM to sell hand-rolled sugar cookies, is taking over the former Love’s retail space.
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