#United States #Philadelphia #Insomnia Cookies #Verlinvest #Mistral Equity

Insomnia Cookies Accelerates Global Growth with New Investments

Insomnia Cookies, the cherished late-night bakery renowned for its warm confections, is embarking on a new chapter of growth with the backing of Verlinvest and Mistral Equity Partners. For over 20 years, this innovative brand has been at the forefront of the indulgence category, delighting customers with its delicious cookies, and now, it is poised to reach even greater heights.

On June 10, 2025, Insomnia Cookies announced that Verlinvest and Mistral Equity Partners have ramped up their investment in the company, along with acquiring Krispy Kreme's stake. This strategic move underscores their commitment to soaring partnerships and positions Insomnia Cookies for exponential growth.

The investment signals a pivotal moment for the brand, which has demonstrated impressive growth metrics, including annual revenue increases that consistently reach double digits. With a robust economic model and an enthusiastic fanbase, Insomnia is not merely surviving but thriving in a competitive market. The bakery has ambitious plans to open a total of 1,800 new locations globally within the next decade.

Leadership Team Expansion for Sustained Growth
In light of its expansion plans, Insomnia Cookies is also enhancing its executive leadership team. This includes welcoming Brent Chu as Chief Financial Officer, who brings vast experience from major players like PepsiCo and Ferrara Candy Company, and will lead the brand’s financial strategies. Katie Seawell joins as Chief Marketing Officer, bringing extensive expertise from Starbucks to drive the brand's marketing initiatives. Lastly, Stephanie Boughner is appointed as Chief People Officer, focusing on talent development and fostering an organizational culture essential for long-term success.

CEO and Founder Seth Berkowitz expressed his enthusiasm for this next phase of growth, emphasizing the shared vision between Insomnia Cookies and its investors to dominate the indulgence market. Berkowitz stated, “We are united by a shared vision to establish Insomnia as the undisputed leader in the indulgence category.” The collaboration with Verlinvest and Mistral positions the bakery to deliver warm and delightful cookies to fans worldwide quickly.

Clement Pointillart, Managing Director at Verlinvest, commented, “We believe Insomnia Cookies has all the ingredients to become a global icon in quality indulgence.” The brand's innovative digital convenience offers a clear advantage as consumer behaviors shift.

As part of its growth strategy, Insomnia Cookies has exhibited strong financial performance, fueled by a loyal customer base enthusiastic about its unique offerings. The allure of these indulgent options continues to drive demand, and the company is well-positioned to innovate further in the indulgence category.

Conclusion

Founded in 2003 by Berkowitz while he was a student at the University of Pennsylvania, Insomnia Cookies began as a small venture near college campuses and has spawned an impressive footprint of nearly 350 locations across the United States, Canada, and the United Kingdom. With global expansion on the horizon and a commitment to delivering delectable treats, the future of Insomnia Cookies is looking very bright. For updates on menu offerings, delivery details, and the latest from Insomnia Cookies, visit www.InsomniaCookies.com and stay connected on social media platforms such as Instagram, Facebook, X, and TikTok.