This brand on the rise smells a lot like cookies fresh out the oven; why Brown Suga tastes better in Leawood

A fan-favorite Kansas City cookie shop has found its sweet spot in Leawood’s mixed-use Park Place district, said founder Ebony Paul, noting the setting for Brown Suga Bakes’ second storefront clicked right away.

“We have people coming in from other businesses, visitors from the hotels, and residents from nearby apartment complexes,” she explained. “We see tourists, but also regulars out walking their dogs.”

“It’s just a perfect mix,” added Paul, who first launched Brown Suga in 2020 as a pop-up, visiting spots across the metro, before establishing its first brick-and-mortar presence in Olathe in 2023.

The February opening in Leawood came after Park Place leaders approached the brand about moving to the space at 11529 Ash St., Paul said, describing a clear opportunity to grow the business’ footprint at a time when momentum already was on its side.

Leawood offered a more central landing spot for its surging audience — planted firmly in Johnson County, but also sprinkled throughout Kansas City, Missouri thanks to years of pop-up engagements.

“I was like, ‘This is kind of in the middle. It’s not too far from Missouri, but we’re still in Kansas,’” said Paul. “It just felt like a good place on the map where people would be willing to come.”

The difference shows up in how people use the space, she added.

“We see a lot more traffic here, but the customer base is different,” Paul said. “There are more younger people who are wanting to hang out.”

Brown Suga Bakes’ Leawood cookie shop at 11529 Ash St in Park Place; photo by Taylor Wilmore, Startland News

Lessons that still stick

Before storefronts, vendor tents and long hours at pop-ups ruled Paul’s days. Those early years continue to shape how the business runs, she said.

Ebony Paul and Reba Paul pitch Brown Suga during the 2024 AltCap Your Biz pitch competition; photo by Taylor Wilmore, Startland News

“Pop ups feel more relaxed, and you have regulars, so you start to learn people,” Paul explained.

Today, those same customers walk through the door with a sense of familiarity, she said, adding to a number of logistical experiences that built a sharper business instinct on her team.

“It’s helped us figure out how to anticipate what the crowd is going to be so you don’t make too much or too little,” Paul said.

Founder and business traction also helped Brown Suga win $25,000 at the 2024 AltCap Your Biz event; Paul’s first pitch competition. The prize helped fund a custom-built food trailer, opening the door to more pop-ups, catering gigs, and community events.

“We’re still trying to find places to pop up with the trailer,” said Paul. “I think it’ll be a really cool concept once we get it going.”

Spring menu leans into the classics (with a fresh twist)

Alongside the new Leawood shop, Brown Suga’s menu is getting a seasonal refresh that offers longtime favorites even more time in the spotlight.

Monthly flavor drops previously accented the brand’s standard lineup, Paul explained, but that approach often led to customers missing out.

“Sometimes people don’t get the opportunity to try it,” she said of the specialty drops.

Cookies under the glass at Brown Suga Bakes’ Leawood shop; photo by Taylor Wilmore, Startland News

Now, Brown Suga rotates flavors by season, offering a longer window for proven favorites. The spring menu features banana pudding, carrot cake, white macadamia nut cookies, and more.

“Over the years, we saw everybody wants banana pudding,” said Paul. “People always ask to bring it back year-round. But it’s expensive to make, so I can only do it for a season.”

Some flavors come with history baked in, she added.

“There are cookies we tried in 2020 that we never found time to do again,” Paul said. “Bringing those back gives people even more options throughout the year without feeling like they missed something.”

Baking sweet connections

Even with a second location and more growth on the horizon, Paul’s focus remains steady.

“I’m looking for the people who resonate with what I already do,” she said. “I don’t feel like I have to be better than anyone else.”

That mindset shows up in everyday moments, like recognizing a returning customer or hearing how a cookie connects to a memory.

“For some people, they tell me, ‘My grandmother used to make cookies like that, and I haven’t had that since she passed,’” Paul shared. “When you share something and it means a lot to people, that’s what keeps me going.”

With fresh batches rolling out and a new neighborhood settling in around it, Brown Suga is finding its stride in Leawood, Paul said, proving that sometimes the right recipe is simply sticking to what feels true.

“My original goal has always been to be a staple for Kansas City,” she said, “I want people to say, ‘We have to try that place’ when they come here.”