Krispy Kreme announces major expansion into the Netherlands market
This expansion represents a pivotal step in the company’s international trajectory, as it seeks to introduce its world-famous doughnuts to a new demographic of European consumers who value both premium quality and immersive retail experiences.
NETHERLANDS – Krispy Kreme has announced an agreement with Jafa Holding BV to bring Krispy Kreme to the Netherlands, with the country’s first shop expected to open in late 2026.
The expansion marks a significant milestone as the Company continues to grow globally through its capital-light franchise model.
For the Netherlands, a country renowned for its rich culinary culture and love of baked goods, the arrival of the iconic American brand is expected to attract significant consumer interest.
The rollout is scheduled to commence with the opening of a signature “Hot Light Theater Shop” in late 2026.
The first Hot Light Theater Shop is expected to open in the Netherlands in late 2026 and will act as both a retail location and a production hub, serving as the anchor for a broader phased expansion across the country.
The Hot Light experience, a beloved tradition where customers can watch fresh doughnuts being made in real time, has long been a signature draw of Krispy Kreme stores worldwide.
The company expects approximately 30 locations to open over the next five years, signaling a serious and sustained commitment to the Dutch market.
Krispy Kreme aims to open at least 100 stores across the globe and three to four new international markets throughout the year, having already opened stores in Spain, Brazil, and Uzbekistan in 2025.
“We’re thrilled to bring Krispy Kreme’s delicious, fresh doughnuts to the Netherlands. Partnering with Jafa Holding BV, an experienced operator with deep knowledge of the local market, expands our European presence and reinforces our commitment to sustainable, profitable growth through our capital-light franchise model,” said CEO Josh Charlesworth.
Krispy Kreme partners with Milk Bar to release LTO collection
USA – Krispy Kreme has teamed up with Milk Bar for an exclusive, limited-time donut collection featuring three new offerings.
“Krispy Kreme and Milk Bar share a passion for turning familiar flavors into unforgettable experiences,” said Alison Holder, chief brand and product officer at Krispy Kreme.
“We’re excited for fans to discover this one-of-a-kind collaboration.”
Available beginning April 21, the new donuts offered include birthday cake, Milk Bar pie and a Compost cookie donut.
“Krispy Kreme and Milk Bar coming together felt like a creative collision waiting to happen, but the reality was even bigger, bolder and more delicious than I dreamed,” said Christina Tosi, chef and founder of Milk Bar.
The Krispy Kreme x Milk Bar collection is available now for a limited time only.
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