Dessert39 Expanded U.S. Operations After Strong Sales
The dessert brand has announced new locations in Maryland following successful performance in Annandale, Virginia.
Updated on Oct. 2, 2026 in Desserts
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Dessert39 has initiated an expansion of its United States footprint by partnering with Lotte Plaza Market. This move follows sustained demand at the brand's inaugural American storefront.
Why it matters
The company aims to scale its network efficiently by utilizing the established commercial reach of existing grocery retailers. This strategy capitalizes on high local demand demonstrated by consistent sales performance.
The Annandale location maintained monthly sales near KRW 200 million from April through August 2026. Lotte Plaza Market currently operates 17 retail locations throughout the United States.
The players
Dessert39
This is a dessert brand that has recently entered the U.S. market and is currently scaling its operations.
Lotte Plaza Market
This is an international grocery retailer that operates 17 locations across the United States.
The details
Dessert39 is establishing a presence in both independent commercial spaces and within Lotte Plaza Market outlets. New stores are slated for White Flint Plaza in Kensington and a Lotte Plaza Market facility in Ellicott City, Maryland.
Timeline
In April 2026, the company opened its first U.S. location in Annandale, Virginia.
From April 2026 through August 2026, the Annandale store recorded monthly sales in the KRW 200 million range.
Culture Shift
The brand is capitalizing on the shop-in-shop retail model to accelerate its growth across the competitive American dessert market. This strategy reflects a broader move among international food brands to utilize established grocery networks to gain immediate access to local shoppers.
Residents in Kensington and Ellicott City can expect new access to the brand's dessert offerings as these locations open their doors. The integration into Lotte Plaza Market facilities may offer shoppers added convenience for their routine grocery visits.
The takeaway
The successful debut in Virginia provides a blueprint for the company to scale its operations into new regions. By embedding locations into popular grocery stores, the brand minimizes real estate overhead while maximizing customer visibility.
Further reading
Explore the evolving landscape of Desserts across the country for more industry trends.
Source note: This article includes information reported by Business Korea.
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