Lake Forest Businessman Steps in to Save Crumbs

Marcus Lemonis to finance ailing company, plan new strategy


A Lake Forest businessman and TV host is giving the Crumbs cupcake chain new life.

CNBC star Marcus Lemonis told the New York Daily News that he plans to finance the company that ceased operations this week, shuttering all 65 locations in 12 states.

Lemonis told the newspaper he is lending the company money on Thursday to "get their doors back open,” but did not say how much cash is involved.

Lemonis is the CEO of Camping World and Good Sam Enterprises and also hosts "The Profit," a show that turns around ailing companies.

According to the newspaper, Lemonis envisions Crumbs as more of a "sweets and snacks shop" in the future.

The New York City-based company was founded in 2003 and had two Chicago locations, one on West Madison and the other in Water Tower Place.

Earlier this year, Lemonis also expressed interest in purchasing Portillos.

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