Starbucks Slowly Builds a New Bakery Brand

Starbucks (NASDAQ: SBUX) has not had much success when it comes to acquiring brands and growing them as stand-alone retail operations.

The company has closed all of its Evolution Fresh juice bars, has shuttered its Boulange Bakery brand, and has plans to close its Teavana tea stand-alone stores. The Evolution Fresh and Teavana branding remain alive on packaged goods and in Starbucks stores while the Boulange brand has disappeared completely.

It's fair to say that the company failed to realize the plans it had for all three brands when it acquired them. At one point each of the three companies was slated to be a national, stand-alone retail brand. That, of course, did not work, but now Starbucks has a new plan for a second bakery brand that might finally get it right.

Source: Fool.com