Sugar Wood, an Adult Dessert Shop, Opens in SoHo

Since Sugar Wood, Manhattan’s adult-themed dessert shop, soft-launched in Soho in June, their phallus-shaped “Woody” waffles have been selling like the hotcakes they are.

“Our concept is so fun and the waffles are so delicious, it's no surprise to me that our customers have embraced us the way they have,” says Sugar Wood founder and CEO Austin Allan. Located at 157 Prince Street, the shop will celebrate its grand opening this weekend with drag performances, raffles and other surprises.

The soft launch has been a real eye-opener for Allan and his team. It turns out New Yorkers want to bring the Sugar Wood experience home or make a real statement at their next birthday, office, or bachelorette party. To accommodate the demand, Sugar Wood has recently begun accepting to-go orders and they have added a catering arm. There are now even party boxes packed with thirteen waffles and three bottles of sauce for drizzling.

"The idea for Sugar Wood came from traveling around the world," Allan, who previously created the brand Tio Gazpacho, explains. “I saw penis-shaped baguettes in Paris, cookies in San Francisco, and wine bottles in Napa Valley and wanted to bring the craze to New York.”

Allan’s friends, the Brooklyn based design duo, Guillermo Ovies and Sebastian Arguello, came up with the name Sugar Wood. He found a business partner in Ron Ervolino and a culinary partner in Tom Smallwood of Magnolia Bakery (former contestant of the Food Network’s Spring Baking Championship) and opened shop.

"Our intention is not to be vulgar or pornographic but to be silly, fun and lighthearted,” Allan continues. “We simply want to make people laugh; create a bright spot in their day or trip to NYC. And we want to do a little good in the world by breaking down societal taboos and championing causes that are important to us and our customers.”

He also wants Sugar Wood to do good in the world and champion causes that are important to him. Allan has pledged to donate a minimum of $1,000 of Sugar Wood’s monthly revenue to the Phluid Phoundation, an organization that supports trans-led organizations and homeless queer youth at a global and grassroots level.

And this Saturday, as part of Sugar Wood’s grand opening events, the shop will be serving up free vagina-molded "Kitty" waffles from 3pm to 4pm. Customers can choose a traditional cinnamon and vanilla waffle or the new vegan chocolate chip waffle and douse it in one of six decadent sauces: milk chocolate, salted caramel, white chocolate, vegan hot fudge, strawberry chocolate or peanut butter. Allan is hoping the free giveaway will incentivize people to come downtown to participate in the "Women’s Wave March", a nationwide movement to Defend Abortion Access & Defeat the Right, taking place steps away in Washington Square Park.

“We are fortunate to have really awesome neighbors, both people and businesses, who have made us feel very welcome in Soho,” Allan reflects. “We’re happy to give back.”

Sugar Wood, at 157 Prince Street, celebrates its grand opening Friday, October 7 and Saturday, October 8 from 2pm - 10pm. Visit sugarwood.co