The Happy Tart, a baker of gluten-free treats and sweets, based in the DMV, has closed its Alexandria, Va. location. Happy Tart will no longer be operating the Del Ray location at 2307A Mount Vernon Avenue. Del Ray, Alexandria is a an affluent and eclectic neighborhood where many retailers and restaurants have flocked to in the recent past. “After much soul searching, we have decided to close the Del Ray location—effective immediately,” said its owners in an email newsletter.
Nationally, Happy Tart has begun the process to sell products online through Amazon and Etsy. As the bakers scale their direct mail operation, they will keep their guests updated. Emma Cech, owner and executive chef, cited the need for resource consolidation for the direct mail program as a reason for the Del Ray closing. The Happy Tart continues to operate its brick-and-mortar location in Falls Church, Va. at 410 South Maple Avenue in Falls Church, Va.
According to research from Packaged Facts, a boutique research firm based in Rockville, Md., sales of gluten-free products grew at a 36-percent annual rate from 2011 to 2015. Research firm NPD notes that 11 percent of U.S. households are following a gluten-free diet with 25 percent of Americans consider gluten-free diets are good for everyone.
Photo credit: The Happy Tart