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May 18, 2015 4:40 EDT

Craftsman and Wolves – Los Angeles: Contemporary Pâtisserie and Cafe

iCrowdNewswire - May 18, 2015

Craftsman and Wolves – Los Angeles

Contemporary Pâtisserie and Cafe



  • Status OPEN
  • Target $1,500,000
  • Raised NEW
  • Pre-money Valuation $2,000,000

Please note: the Company is seeking investment in Craftsman and Wolves Los Angeles, a new and distinct LLC from Craftsman and Wolves San Francisco. However, the managing member of both units is Outfit Generic (http://www.outfitgeneric.com/). For more information, please refer to the investor presentation below or request access to the dealroom.


  • Team Award-winning Pastry Chef William Werner
  • Performance SF Location: $1.7M Total Revenue in 2014
  • Customers One unit in SF, raising funds for a new LLC in LA


Our nationally recognized brand, Craftsman and Wolves, is expanding and seeking investors for Craftsman and Wolves Los Angeles (CAW LA), slated to open in early Fall 2015. Designed by Abramson Teiger Architects, CAW LA will have a modern aesthetic with an open kitchen and a large, inviting outdoor patio. Under the direction of award-winning Chef/Partner William Werner, CAW LA will shake up the Culver City food scene with an ever-changing menu of breakfast pastries, cakes, confections, confitures, desserts, brunch, lunch, and other savory fare. A curated selection of wine, beer, and champagne, will accompany housemade specialty drinks like dark sipping chocolate and seasonal tisanes. We are seeking your investment specifically in The Craftsman and Wolves Los Angeles location, a separate LLC from the existing Craftsman and Wolves San Francisco location.


William Werner, CEO / Founder

William Werner serves as Outfit Generic’s Chief Executive/Creative Officer and is responsible for the creation of the group’s strategic vision and concepts, including menu development and overall look and feel. Over the past three years, Werner has been named a James Beard Foundation “Outstanding Baker” 2015 finalist and “Outstanding Pastry Chef” 2012-2014 semi-finalist; Dessert Professional’s “Top Ten Pastry Chefs of America 2015”; San Francisco Magazine’s “2014 Best Pastry Chef”; Plate Magazine’s “2014 30 Chefs to Watch”; and Star Chefs’ “2013 Rising Star Artisan.” With more than a decade of culinary experience, he is also a Valrhona Pastry Chef Consultant, leading …

Sarah Logan Werner, Director of Marketing & Operations

Sarah Logan Werner is Outfit Generic’s Director of Marketing. She spearheads the public relations, marketing, and social media campaign for Outfit Generic’s concepts, as well as sales and new product development for Craftsman and Wolves’ e-commerce site. With more than 10 years of experience with The Ritz-Carlton Hotel Company, at their locations in Sarasota, FL, and Half Moon Bay, CA, and with Wagstaff Worldwide, a leading hospitality marketing and public relations agency, she’s created dozens of successful campaigns over the years for a variety of hospitality brands, including restaurant openings, hotel renovations, cookbook launches, and national food and wine events.

Ann Lee, CFO / Co-Founder

Ann Lee is Outfit Generic’s Chief Financial Officer. Born in Taiwan, with a B.S. in mathematics from the University of California, Davis, and an MBA in finance from California State University, Ann has worked as a loan officer of General Bank, specializing in commercial loans, and as treasurer then CFO of Lafa Knit Corp., an apparel manufacturing company with annual revenue of US$10 million. She brings more than fifteen years of experience in accounting, finance and human resources to the group.

Lawrence Lai, Co-Founder

Lawrence Lai serves as President of Outfit Generic and oversees the operation of the company. Born in Taiwan and with a B. S. in business economics from UCLA, he worked his way up from a knitting floor technician to executive VP at Lafa Knit Corp., an apparel manufacturing company with annual revenue of US$10 million. With practical knowledge in quality assurance and procedure standardization, Lawrence brings more than fifteen years of experience in operation to the group.


  • RevenueSF Location: $1.7M Total Revenue in 2014
  • DistributionOne unit in SF, raising funds for a unit in LA


  • StatusOPEN
  • Target $1,500,000
  • Raised NEW
  • Pre-money Valuation$2,000,000
  • Round Type Equity
  • Entity Type LLC




Contact Information:

William Werner
Sarah Logan Werner
Ann Lee
Lawrence Lai

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