The Crosstown Concourse shopping center is preparing to lose some of its sweetness. Sweet Magnolia Gelato, an award-winning concept that’s been charming Memphis-area diners for the past 15 years at various locations, is closing its Crosstown doors. Fans shouldn’t panic, however. Ownership is seeking a new local storefront, reports Daily Memphian.
Sweet Magnolia opened its 1350 Concourse Avenue, #168 storefront five years ago. The beloved concept alerted fans to the location’s closure via a social media post, saying “After 5 incredible years at Crosstown Concourse and 15 years in business overall, we’re officially seeking a new retail home for Sweet Magnolia Gelato Co!”
Ownership explains that the shop’s tenure at the Concourse has proven invaluable to the brand: “Our time at Crosstown helped refine our concept, strengthen our operations, and expand our audience — and now, it’s time to evolve.”
While open to a variety of local neighborhoods, Magnolia has a clear vision of what it wants for its next location; the ideal market will be a high-visibility retail space in a “walkable, destination-driven area”. Ownership is also considering “mixed-use developments, lifestyle centers, or urban corridors”.
