Crumble has announced that it will be officially landing in Australia soon. (Source: TikTok)
After all the drama surrounding the Crumble Sydney pop-up store, the official brand has made a big announcement for Australia. Mr Crumble told Yahoo Finance that he was “surprised” by the number of visitors to the controversial store and decided it was time to officially exit.
The cult-favorite cookie empire, which has dozens of stores across North America, didn’t say when it would arrive in our country, but said more updates would follow soon. A spokesperson said an official social media account called crumbl.au has been set up for all future announcements.
“Crumble is pleased to announce our plans to open in Australia,” they told Yahoo Finance. “Updates regarding specific locations and opening dates will be announced through this account and future press statements from Crumble.
“The Crumble team has been amazed by the support of our Australian fans in recent weeks. Crumble is inspired by this and is accelerating our plans to bring the true Crumble experience to all dessert-loving Australians.”
Crumble co-founder Sawyer Hemsley confirmed this was indeed happening in a bid to convince skeptical Australians after what happened in Sydney.
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What happened at the Sydney pop-up store?
People lined up for more than an hour after social media accounts claimed the Crumble pop-up store was open for one day only.
Single cookies sold for $17.50, five-packs for $75, and cookie cutters for $15. Despite exorbitant prices and long lines, the pop-up sold out.
However, it was later revealed that this was not an official event initiated by the American company.
A Crumble spokesperson told Yahoo Finance that the pop-up store is not sponsored by the company in any way, but that they love “seeing the excitement around Crumble around the world.”
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Organizers of the Sydney event admitted they flew to the United States and bought hundreds of cookies at about A$8 each, or about $6,000.
They also spent $4,000 on airline tickets, $2,000 on duties, taxes and brokerage, more than $1,000 on staffing, and additional costs for the pop-up store.
“This event was never about profit. Our goal was to deliver cookies to Crumble fans. It was never about making money,” they said. .
“Although most customers enjoyed the cookies, some influencers felt they did not meet their expectations.
“We’re sorry we didn’t meet your expectations, but at the end of the day it’s just a cookie. There may be slight variations in quality, and some flavors may be off-putting to some people.”
Many people took to social media to criticize the pop-up store’s prices and cookie quality, with some calling the whole thing a “scam.”
Yahoo Finance has reached out to the organizers.
Were pop-up stores legal?
Organizers claimed they complied with laws regarding “parallel imports,” food safety and customs regulations.
However, attorney Roxanne Hart told Yahoo Finance that while parallel imports are legal, it appears they are not being followed.
“Let’s say it was Nike,” she said. “Then I go overseas, buy a pair of Nike shoes in a box, take them to Australia, and then sell them.
Hundreds of people patiently lined up to get their hands on cookies imported from the United States. (Source: TikTok)
“You can do that, but you can’t call yourself Nike. The problem here is they called themselves Crumble Sydney…but they’re not Crumble. They represents themselves as Crumble.”
All videos from the Sydney event’s TikTok account were deleted after the controversy began.
Hart believes this may be due to Crumble sending a cease and desist memo to organizers.
“I hope that [Crumbl] “It’s basically saying, ‘Stop describing yourself as Crumble,'” she said. Please remove all indications of our affiliation from your TikTok. ”
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