Simma’s, the upscale Wauwatosa bakery known for its cheesecakes, wedding cakes and other goodies, has been sold. Mark Carollo, the owner of Greendale-based Croissant Etc., confirmed he purchased Simma’s, 817 N. 68th St., last week.
Croissant Etc. is a manufacturer and wholesaler of frozen dough and fully baked croissants, shipped from its Greendale facility. National food service providers and supermarket chains are its primary customers, with its products distributed as far away as Pennsylvania, according to Carollo. Some of its products are sold locally at Grasch Foods and Sendik’s.
Simma’s, founded in 1982 by Russian immigrant Simma Yundov, is mostly a retail bakery. “They are different businesses, and they are set up differently,” Carollo said of Croissant Etc. and Simma’s.
“I am making no changes at Simma’s,” he continued. “Why would you change anything? I have bought the best bakery in Milwaukee.
“Simma’s is a great brand with a great reputation, and I won’t jeopardize that.”
Carollo said he is retaining Simma’s staff and recipes. Irina Yundov, the founder’s daughter, has owned Simma’s since her mother died about 20 years ago, and she will stay for up to a year in an advisory and production capacity.
The new owner said Croissant Etc. and Simma’s fit together well. “I was looking for opportunities to grow in the baking industry. Simma’s retail business and my wholesale business complement each other.”
Carollo said it was too early to know what synergies might develop between his two companies.