Palm Beach, Florida–based Sloan’s Ice Cream—a luxury brand combining flavors with over-the-top aesthetics, including bold pink and neon green walls and heaping amounts of candy, toys, and homemade ice cream—announced it has signed a franchise agreement with local businessman and entrepreneur Larry Greenberg.

Terms of the agreement include Greenberg opening multiple units throughout Southern California. Site selection is underway, and Greenberg plans to open his first Sloan’s later this year.

“When I first stepped inside a Sloan’s store, it was love at first sight,” says Greenberg, a longtime business developer in Southern California with more than 40 years of diversified ownership experience.

“The creativity, energy, and brilliant presentation of Sloan’s lured me in, and the ice cream is beyond incredible,” he continues. “Plus, the store is simply magical—a fantasyland atmosphere that took me back to the good old days of my childhood. In short, I didn’t want to leave the store.”

And soon he won’t have to. Greenberg has acquired the development rights to build and operate Sloan’s Ice Cream stores throughout Los Angeles, as well as in San Diego and Orange Counties. Greenberg’s target is to open multiple units across Southern California in the next five years.

Greenberg has extensive experience acquiring exclusive franchise rights to multiunit development projects. He has a successful track record building out territories, which includes seven Edible Arrangement retail locations and one shipping center, located across San Diego and Riverside Counties.

What drew the seasoned business developer to Sloan’s was the pursuit of an ideal ground-floor opportunity. Greenberg combed through trade journals and the Web for a company with a track record of success in its local market and one beginning its journey in franchising.

Through his search, he came across a South Florida–based company, Sloan’s Ice Cream. Since opening its first store in 1999, Sloan’s has become a palatial tribute to ice cream with four locations in South Florida and nationwide expansion plans to add 200 franchise units in the next five to seven years.

The stores Greenberg develops will include the treats and atmosphere that has provided Sloan’s its cult following around the globe.

“Simply put, we created Sloan’sto be a dreamland for everyone, kids and adults of all ages, and our focus has never changed,” says Sloan Kamenstein, founder, owner, and a classically trained chef who honed his craft at London’s Le Cordon Bleu culinary school and trained in kitchens throughout France.

“One taste, sniff, and glimpse of Sloan’ssends the senses soaring,” he adds. “The time has come to share Sloan’s yumminess beyond South Florida, and we’re thrilled about adding our first stores in California, and doing so with someone as gifted in business growth as Larry. With his qualifications, Sloan’s has a bright future in sunny Southern California.”

Kamenstein himself has designed the complete menu of ice cream, candy, and sweet treats. These include dozens of flavors such as Tracy’s Scrumptious Pretzel (caramel ice cream with milk chocolate–covered salty pretzels and peanut butter swirls), Cookie Monster (made with homemade chocolate chip cookies), and Mom’s Apple Pie (apple pie ice cream with pieces of homemade apple pie).

Ideally suited for experienced restaurant, retail, and hospitality franchise investors, as well as husband and wife teams and multigenerational investment groups, Sloan’shas demonstrated a track record of achievements in every economic climate.

Owners of Sloan’s franchise units will receive ongoing training and support, along with invaluable insight and leadership from Kamenstein and his franchise development team.

Denise Lee Yohn: QSR's Marketing Guru, Desserts, Growth, News, Sloan's