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Jarlsberg Cheese Bringing A Pop-Up Store To NYC

A rendering of the Jarlsberg pop-up shop.

Last updated on June 13th, 2024 at 04:38 pm

Jarlsberg Cheese is debuting its first pop-up retail store at a Swedish candy store, Sockerbit, in the Greenwich Village neighborhood of New York City in late September and October.

“We are thrilled to be debuting our first ever Jarlsberg pop-up store in NYC,” said Valerie Liu, marketing manager for Jarlsberg.  “Some of life’s best moments revolve around enjoying food with family and friends, and we can’t wait to share amazing cheese plates and pairing concepts to inspire your next special occasion.”

Sockerbit is home to 140 types of Scandinavian sweets and licorice. It mostly sells “Smågodis,” or “small candy.”

“One of the few things we love just as much as sweets is cheese and especially Scandinavian cheese. This is a great opportunity to experience the best of both worlds,” said Steffan Ernberg, co-owner of Sockerbit.

The pop-up store will be open Sept. 22-Oct. 7. Hours are Sunday-Thursday, 11 a.m.-8 p.m. and Friday and Saturday, 11 a.m.-9 p.m.

Some of the special activities at the pop-up store:

  • Celebrity Chef George Duran will visit on Sept. 20 from 4-6 p.m. and share his favorite Jarlsberg pairings and provide personalized tips.
  • A hashtag printer will be on-site to let shoppers take home printed memories and Instagramable moments.
  • A tasting table will feature Jarlsberg cheese plate inspirations, designed by Brooklyn-based food blogger and stylist Marissa Mullen. She will build two cheese plates on Sept. 29, and visitors will have a chance to sample her creations between 4-6 p.m.

Jarlsberg turned to New York City-based Lionesque Group to bring this experience to life.

“From an interactive cityscape experience to educational elements, guests will be transported from the streets of New York City into the color-coded world of Jarlsberg cheese,” said Melissa Gonzalez, CEO of The Lionesque Group, a retail strategist and pop-up architectural company.

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About the author

Shelby Team

The Shelby Report delivers complete grocery news and supermarket insights nationwide through the distribution of five monthly regional print and digital editions. Serving the retail food trade since 1967, The Shelby Report is “Region Wise. Nationwide.”

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