Cinnaholic has opened its newest location in the Chelsea neighborhood on Manhattan’s lower west side.

The bakery’s September 4 opening brings its customizable cinnamon rolls to the neighborhood. The brand started in 2010 and is known for its 100% vegan, customizable cinnamon rolls. The brand appeared on Shark Tank in 2014, bringing additional national exposure to the business. The company says its products are fresh-baked and not frozen.

The brand first introduced its products through a ghost kitchen in Times Square, allowing customers to order its cinnamon rolls for delivery and pickup. The brand later expanded into a storefront, giving customers a physical location to visit.

Read more about the opening here.