Flour Shop

What Flour Shop does

Flour Shop is a specialty bakery founded in 2012 by Amirah Kassem, headquartered in Beverly Hills with retail operations in New York City's SOHO neighborhood and Los Angeles. The company produces celebration cakes, cupcakes, push-pops, cake balls, ice cream, and bespoke custom cakes, anchored by its flagship "Rainbow Explosion®" cake. The full product line is kosher certified and spans roughly 104 SKUs. Distribution combines company-operated retail stores, a direct-to-consumer e-commerce site, and nationwide shipping enabled through a UPS partnership, allowing the brand to serve consumers beyond its two physical markets.

Name

Flour Shop

Website

https://flourshop.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Specialty Bakery / Celebration Cakes

NAICS

Baked Goods Retailers (445291), Retail Bakeries (311811), Bread and Bakery Product Manufacturing (31181)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Cake Shops & Custom Celebration Cakes (THAFAFAC)

akta.pro secondary industries

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA), Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

Keywords

• Specialty bakery
• Celebration cakes
• Custom cake design
• Event catering
• Dessert retail

Headquarters

HQ city

Beverly Hills

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct Cake and Treat Sales: One-time purchase model for celebration cakes, cupcakes, cake balls, and ice cream products sold through e-commerce storefront with prices ranging from $55 to $200 per item.
2. Custom Cake Orders: Bespoke custom cake orders with price ranges from under $500 to over $10,000. Orders require minimum 2 weeks advance notice and full payment prior to production.
3. Events and Catering: Flour Cart rental for events, party catering services, and bulk corporate gifting orders. Pricing varies by event size and customization requirements.
4. Holiday Pop-ups and Classes: Seasonal pop-up store operations and holiday treat decorating classes at various venues and their SOHO location.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Flour Shop is a specialty bakery that designs, bakes, and sells celebration cakes and treats — most notably the trademarked Rainbow Explosion® Cake and its cupcake, push-pop, cake ball, and ice cream sandwich variants. The company produces daily-fresh baked goods in Kosher-certified NYC and Los Angeles kitchens, offers bespoke custom cake design services, and supports event catering through a mobile Flour Cart and corporate gifting programs with nationwide UPS shipping.

Product overview

Flour Shop is a specialty bakery operating as a single unified e-commerce platform offering a portfolio of celebration cakes and treats, primarily built around its signature Rainbow Explosion® Cake concept. The core product line includes explosion cakes in various sizes (Midi, Mini), explosion cupcakes, push-pops, and cake balls, all featuring colorful fillings. The company also offers ice cream sandwiches, vegan/gluten-free alternatives, and seasonal specialty items like gender reveal cakes. A notable offering is the custom cake design service for bespoke celebrations, along with party supply merchandise. Services include a mobile Flour Cart for event catering, pop-up shop appearances, and corporate gifting programs. All products are produced using Kosher-certified ingredients in NYC and Los Angeles kitchens, with nationwide shipping available through UPS.

Differentiator

Problem solved

Functional benefit

Products and services

• Rainbow Explosion® Cake

Quantifiable outcome

• 104 products available in catalog
• +1 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• UPScoreChannel Partner/ Reseller/ DistributorUPS serves as the exclusive shipping carrier for Flour Shop's nationwide delivery of cakes and treats. Orders are shipped overnight and may include dry ice for temperature-sensitive items. Flour Shop is not responsible for items damaged or lost by UPS.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Magnolia Bakery: Iconic NYC-based retail bakery specializing in celebration cupcakes and cakes with multiple locations and nationwide shipping. Highly comparable as a DTC, experience-driven celebration bakery brand in the same metros.
• Milk Bar: Christina Tosi-founded celebration cake and treat brand known for signature products (birthday cake, crack pie) shipped nationwide. Closely comparable founder-led, social-media-native premium bakery with strong DTC engine.
• Sprinkles Cupcakes: Cupcake and cake retailer with physical stores and cupcake ATMs, plus nationwide shipping. Comparable as a multi-location retail bakery focused on celebratory, premium-priced baked goods.
• Carlo's Bake Shop: Hoboken/NJ-based custom cake bakery famous for elaborate custom designs and television-driven brand recognition. Directly comparable on custom-cake heritage and celebration-cake positioning.
• Baked by Melissa: NYC-based bite-sized cupcake brand with strong DTC nationwide shipping and a colorful, shareable product identity. Comparable as a small-format, social-native, celebration-focused bakery with nationwide reach.
• Georgetown Cupcake: Premium cupcake retailer with multiple locations and nationwide shipping. Comparable retail bakery model with focus on packaged celebration treats and DTC fulfillment.
• Levain Bakery: NYC-founded bakery famous for oversized cookies and baked goods, now with multiple locations and nationwide shipping. Comparable premium DTC bakery brand built around a signature hero product.
• SusieCakes: Multi-location specialty bakery offering celebration cakes, cupcakes, and classic American desserts across several US metros. Comparable celebration-focused retail bakery with custom cake offerings.
• Crumbs Bake Shop: Cupcake-focused retail bakery brand with nationwide shipping and a strong celebration cake identity. Comparable as a DTC-friendly, signature-product-driven specialty bakery.
• Charm City Cakes (Duff Goldman): Baltimore-based custom celebration cake shop known for elaborate custom designs and television-driven brand recognition. Comparable on custom-cake expertise and founder-led creative brand identity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/flourshop
• Facebookfacebook.com/flourshop

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Flour Shop