LGBTQ+-owned · Baked in Brooklyn
About Sugar Wood
Sugar Wood is an LGBTQ+-owned dessert brand from Brooklyn, New York. We make novelty-shaped waffles and cookies (think anatomy-themed), and the kits to decorate them, for bachelorettes and bachelor parties of every combination (that's why there's a WOODY, a KITTY and a BOTH WAYS), birthdays, girls' nights, date nights, Pride and any night that could use a laugh. They make a great gift, too. We're a small team, baking every order from a small commercial kitchen in Brooklyn.
What we believe
Life's heavy right now. Dessert shouldn't be. Don't take life too seriously, and definitely don't take yourself too seriously.
Bodies are normal, and so is talking about them. A waffle shaped like a Woody gets a room laughing first and talking second, and that's the whole idea. Every body is welcome at this table.
Nobody remembers a pie.
Be the friend who brings the memorable dessert.
How we got here
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Before Sugar Wood
Austin had already built and sold one food company, Tio Gazpacho, backed by General Mills and chef José Andrés. Then he saw naughty-shaped desserts going viral overseas and decided someone in America should make the premium version, with real ingredients and a sense of humor about bodies.
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July 2022 · SoHo
He opened the Sugar Wood store in SoHo in July 2022. The NY Post came that month. Elvis Duran followed that December, then Andy Cohen on Watch What Happens Live, twice. Visitors pinned their hometowns on a map by the door, from across the country and around the world. And the same request kept arriving, in person, by phone and in the DMs: can you ship this to my friend?
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February 2025 · Shipped to you
So we worked with pastry chef Tom Smallwood, formerly of Magnolia Bakery, to perfect a recipe that could travel. It needs no fridge, and it now ships to almost every state. In February 2025 we closed the store to focus on one thing: bringing our naughty dessert decorating kits direct to you, shipped to your door.
Along the way, Out Magazine put us on its Out100 list of LGBTQ+ moguls of fashion and business, and Eater, Paper and Surface wrote about the shop (the coverage is on our press page).
What people say
I ordered Sugar Wood for my girlfriend's bachelorette party and it didn't disappoint. It was the highlight of the day.
Everyone thinks it's hilarious, and it actually tastes good, too. The creativity, the packaging, the price for what you get… I love this brand.
Who we are
Austin Allan
Founder and CEO
The baker and the straight man. He built and sold Tio Gazpacho before Sugar Wood, and he'll describe a WOODY kit like it's a technical challenge on a cooking show, and mean it.
Abby Sugar
Cofounder and COO
Before Sugar Wood, Abby founded Play Out Apparel, the gender-expression-affirming clothing she wished she'd had growing up. Same instinct here, with more frosting.
Tom Smallwood
Culinary adviser
Former head baker at Magnolia Bakery, and the reason our waffles and cookies can travel without a fridge.
Austin and Abby met through LGBTQ+ entrepreneurship networks and agreed on the important things straight away: make the thing you wished existed, and make it fun.
What we make
Waffle kits come in boxes of 4 to 24, with dipping sauce, marshmallow drizzle and edible glitter. They need no refrigeration and stay fresh for up to a week after you receive them. Vegan Chocolate is an option on every waffle kit. Sending one as a gift? Pick the delivery date at checkout and we'll ship it straight to them.
Quick facts
- Ownership
LGBTQ+-owned
- Founders
Austin Allan and Abby Sugar
- Based in
Brooklyn, New York: a small commercial kitchen (the first store opened in SoHo in 2022)
- Made for
Bachelorette and bachelor parties, birthdays, girls' nights, date nights, Pride, and gifts
- Ordering
Pick your delivery date at checkout and order at least 4 days ahead. We bake to order and ship on time.
- Where we ship
Across the US, including Hawaii, Puerto Rico and the US Virgin Islands. We don't currently ship to Alaska.
- As seen in
The NY Post, Watch What Happens Live with Andy Cohen, Out (Out100), Eater, Paper, Surface (press page)
- Say hi
heysugar@sugarwood.co or text 917-409-7360
We always come on time. Unlike your ex.