Crumbs: Names New President and Chief Executive Officer

New York / NY. (sga) Crumbs Bake Shop Inc. (formerly known as 57th Street General Acquisition Corporation), a national neighbourhood bakery and the largest U.S.-based cupcake specialty store chain, named Julian R. Geiger as the Company´s new President and Chief Executive Officer, effective immediately. Jason Bauer, who co-founded the Company´s operating subsidiary Crumbs Holdings LLC and served as its President and Chief Executive Officer since 2003, will become Senior Vice President of Business Development.

A member of the Company´s Board of Directors since May 2011, Geiger also currently serves as Chairman of the Board of Directors of Aeropostale Inc., a mall-based, specialty retailer of casual apparel and accessories. From 1998 to 2010, Geiger served as Chief Executive Officer and Chairman of Aeropostale, which grew from about 110 stores in North America to over 900 stores during that period.

Bauer: «Since co-founding Crumbs with my wife Mia in 2003, we always knew that Crumbs would reach a point at which we would want to recruit a leader with proven skills and success in leading an expanding retail business. As we are currently operating 45 stores, I believe that now is the time for such a change. The entire Board joins Mia and me in welcoming Julian to the Crumbs family».