If you were lucky enough to score a cupcake from The Cupcake Lady’s previous pop-ups around the state, you’ll be pleased to know you no longer have to chase them across South Australia to get your hands on their much-loved desserts.
After incredible success with pop-ups in places such as Rundle Mall, Plant 4 Bowden and the Adelaide Central Market, the viral dessert brand has finally put down permanent roots. After six years of pop-ups that built a loyal following, their fans asked — and the team delivered — opening a permanent retail space of their own.
As owner Ben explains, a permanent store was always part of the long-term vision. While the business remains online-first, specialising in catering for corporate clients and private events for all types of special occasions, the team wanted a space that offered stability and a welcoming home base where customers could collect orders or grab a sweet treat in person. When a site on Portrush Road in Marden became available, everything started falling into place.
The team didn’t want to rush the process. Taking their (sugary) sweet time over the Christmas holidays, they meticulously planned every detail of the new store, from the menu to the shop fit-out, ensuring it would feel true to the brand they’ve carefully built over the years.
When their grand opening finally arrived on February 28, it’s safe to say they nailed it. After an incredible turnout and rave customer reviews, the team decided one day of celebrations simply wasn’t enough, hosting another weekend of festivities as an “Encore” to follow their initial grand opening.
Over the years, The Cupcake Lady has built a reputation for bold and creative flavour combinations — something Ben says customers have always loved.
“Absolutely everybody used to go crazy for our flavour combinations,” he said.
However, the overwhelming popularity of their pop-ups and online orders meant the team often found themselves pulled away from the bakery itself.
“The wheels just kept turning and turning and turning, and we got pulled out of the bakery,” Ben explained.
Now, with a permanent storefront, Ben hopes the new venture will allow the team to once again experiment with inventive flavours and expand their dessert offerings.
“What this store means for us is that it really brings things back to basics again,” Ben said. “Having a stable home where we’re in the same space with regular hours allows the bakers to get back into the kitchen and really get some concepts flowing.”
However, not to fear, customers can continue to place online orders for delivery or collection Monday to Friday, with the new Marden store serving as a collection point from Monday to Saturday.
Excitingly, the team also plans to expand their sister brand Deep Dough at the new location. First launching at the Adelaide Show in 2023 with deep-dough cookies, Ben says they’ve only just “scratch[ed] the surface of what [they] want to do with the brand.”
“Everything you love the look of but never have time to make — we’ve been keeping those ideas aside for such a long time,” he said. “When you think, ‘God, I’d love to try that but I just can’t be bothered to make it,’ that’s what Deep Dough is going to be about.”
Rather than sticking to a rigid menu, the team plans to constantly experiment with new ideas and short-run creations.
“It’s all about short runs,” he explained. “There won’t be an unlimited supply of everything. It’s about coming in, picking your selection and trying it, because it might not be there next week.”
Of course, the most-loved creations will earn their place as permanent fixtures on the menu, so customers can return time and time again for their favourites. Whether you want to sink your teeth into a deep-dish cookie, try an experimental dessert, or settle for a tried-and-true bite of cake, The Cupcake Lady’s new Marden store is well worth a visit. The retail offering will be available Thursday 9:00am-1:00pm, Friday 9:00am-3:00pm and Saturday 9:00am – 3:00pm.
When: Monday – Wednesday 9am – 10 am, Thursday 9am – 1 pm, Friday – Saturday 9 am – 3 pm
Where: 24B Lower Portrush Rd, Marden SA 5070
For more information, click here.
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