Made-to-order cupcake shop Swirl to add a South End location

CHARLOTTE — Swirl has snapped up a prime space in Charlotte’s South End — and it’s not stopping there.

The made-to-order cupcake business will open a 1,250-square-foot shop at Bradham at New Bern later this year, says Curtis Stone.

He and wife Ella are behind Swirl, which got its start in Oakhurst in 2019.

They’re waiting on permits and expect a three-month construction process. Curtis Stone says he expects to invest about $200,000 into that space.

Zenith Construction is the general contractor, with Tony Miller Architecture handling the design.

The couple was drawn the location because it bridges South End and the more family-oriented Sedgefield neighborhood.

“A large portion of our demographics are parents and kids,” Stone says.

He says the brand is eyeing multiple sites in the Charlotte market. That will help set the stage for franchising.

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