Sugar 'N Spice Will Open New Long Beach Shop
The dessert business will expand to Belmont Shore and rename its signature menu item to the Belmont Bar.
Updated on Oct. 9, 2026 in Openings & Closings
Live Poll
Do you support established businesses from other areas opening new locations in your neighborhood?
Sugar 'N Spice plans to open a new retail location at 5269 E. 2nd St. in the Belmont Shore neighborhood. The expansion will feature a rebrand of the company's hand-dipped frozen bananas and ice cream bars.
Why it matters
Expanding into a new retail footprint allows an established business to scale its brand presence in a high-traffic area. The company will utilize the location to introduce a localized product name to better resonate with the new customer base.
Founded in 1945, the 80-year-old business is moving into a space previously occupied by a European Wax Center. The company will operate out of 5269 E. 2nd St. to serve the Long Beach market.
The players
Sugar 'N Spice
A long-standing dessert business specializing in hand-dipped frozen bananas and ice cream bars.
The details
The company will occupy the former European Wax Center retail space in Belmont Shore. To adapt to the new market, the operator will rename its iconic hand-dipped frozen banana, previously marketed as a Balboa Bar, to a Belmont Bar. The store is currently preparing the facility for a launch coinciding with the neighborhood Christmas parade.
Timeline
The business was originally established in 1945.
The store is scheduled to open in the future.
Market Landscape
This opening marks a significant departure from the business's singular historic identity established in 1945. The move follows a common retail strategy of scaling legacy brands into new geographies by localizing signature product monikers to capture neighborhood-specific demand.
Operators looking to expand into new neighborhoods should evaluate whether to maintain original branding or localize product names to foster community connection. Monitor the transition of the new location to see if the rebrand effectively captures the intended local customer demographic.
The takeaway
Legacy businesses can successfully scale by balancing long-term brand equity with localized marketing adjustments. Owners should track the impact of the name change on customer acquisition costs and local brand awareness compared to their original flagship site.
Further reading
For more updates on retail developments in the area, visit the Openings & Closings section.
Source note: This article includes information reported by Longbeachize.
Live Poll
Do you support established businesses from other areas opening new locations in your neighborhood?
