Fragrance house

Auntie Anne's

Auntie Anne’s began in 1988, when Anne Beiler bought a market stand in Downingtown, Pennsylvania, and sold pretzels and lemonade. Its early purpose was to generate income supporting her husband’s free marital-counseling work. The business changed its recipes, added locations, and began franchising in 1989; it reached 100 stores in 1992 and opened its first international location in Indonesia in 1995. In 2005, Beiler sold the company to her second cousin, Sam Beiler, who sold it to Focus Brands in 2010. Focus Brands, an affiliate of Roark Capital, completed the purchase on November 8, 2010. In 2024, Focus Brands changed its name and identity to GoTo Foods, which remains Auntie Anne’s parent company. The brand is associated with hand-rolled, freshly baked soft pretzels prepared in view of customers, with aroma and preparation at the center of the experience. In August 2024, it introduced Knead, its first fragrance, inspired by the aroma of its soft pretzels and built around buttery dough, salt, and sweetness.