Las Tartas de Julita is scheduled to open a new store in Alicante on Friday, July 17, returning to the city where founder Julia Sala began baking. Talent24h reported that the 140-square-meter shop will be located at Calle San Francisco 62, known locally as Calle de las Setas, and will become the brand’s 19th location.
The opening event is scheduled for 8 p.m. and is expected to include live music and street performers. Information from the report, the first 100 purchases will include a complimentary cheesecake slice. Three selected flavors are listed at €3.50 per portion. Free horchata and hand fans are also planned for guests.
Live Baking and Store Design
The new location is described as having an open-concept bakery visible from the street, allowing passersby to watch cheesecakes being made and finished before they are placed in the display. The design takes inspiration from the brand’s shop in Madrid’s Chueca neighborhood. A large street-facing mirror is also part of the store, giving visitors a spot to take and share photos.
Art and Atmosphere
Works by Laura Sala are incorporated into the shop’s décor, turning the interior into a showcase for her paintings. The design brings food and visual art into a retail setting, presenting the store as an experience as well as a place to buy dessert.
The return to Alicante carries particular significance in the company’s story. Talent24h reported that, less than five years earlier, Julia Sala had begun making cheesecakes in the kitchen of her parents’ restaurant. The new shop brings that origin story into a retail concept built around visible baking and customer interaction. The report also described the Alicante opening as the brand’s last planned new store in the city before expansion into other Spanish locations.
Growth and Next Steps
Talent24h reported that, with the Alicante opening, the network would comprise seven company-owned stores and twelve franchises. It put the brand’s online following at more than 160,000 and its rotating menu at over 100 cheesecake flavors. Four varieties are described as permanent weekly offerings, while the others change and are announced on social media each Sunday.
Salamanca is identified as the next city in the expansion plan. The report said the store there would bring Las Tartas de Julita’s network to 20 locations by the end of the summer.
