Magnolia Bakery, the cupcake icon with three locations in New York City, is going Hollywood with plans to open a new location in Los Angeles this fall. Details were not disclosed, but it is the first expansion for the bakery outside of New York. Magnolia was founded in 1996 by Jennifer Appel and Allysa Torey, who sold the business in 2006 to Steve and Tyra Abrams. A scene in the television series, Sex and The City, depicting the main characters eating cupcakes from Magnolia is often credited as the source for the cupcake craze that has recently swept the nation.

Maury Rubin, owner of City Bakery and Birdbath Neighborhood Green Bakery in New York City, also plans to open a Birdbath bakery in West Hollywood this fall. Birdbath is an eco-focused bakery featuring organic and locally sourced products.