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Edible Arrangements Picks Atlanta for HQ2

Fancy Fruit Basket Company Seeking Space, Will Create 50 Jobs Initially
March 1, 2018
Edible Arrangements' parent is sending a sweet arrangement Atlanta's way: a requirement for a second headquarters and up to 200 new jobs.

Edible International said today it plans to open a "second headquarters" in the city. The company, which also considered Dallas, Boston and Orlando, said it "is currently reviewing real estate options in Atlanta" and will add 50 jobs this year and another 150 "over time." Its existing headquarters is in Wallingford, CT, in New Haven County.

Second or alternative headquarters locations have emerged as a new space strategy at several major companies. While Amazon's HQ2 search gets most of the attention, Apple, Pandora and other companies are looking at cities outside their base to establish a large presence. Atlanta and the South prove attractive because of lower cost of living, labor and real estate.

Atlanta's deep tech and services talent pool is also a plus. In fact, Edible founder and CEO Tariq Farid just named Atlantan Christian Nahas as president of Edible Brands. In this role, Nahas will oversee much of the company's expansion.

The "world's largest franchisor of shops offering creatively designed fresh cut fruit," Edible Brands has hired David Rubenstein and John Flack of Savills Studley to lead its search.

Flack tells CoStar News that neither he nor his tenant-rep firm can comment on Edible's search, though a separate source has confirmed Edible is looking for 50,000 to 100,000 square feet along the Ga. 400 corridor with Buckhead, Dunwoody and Sandy Springs also under consideration. The unheralded announcement sent would-be landlords and service providers including architects scrambling to contact Savills Studley and Edible.

Edible said its New England headquarters will continue to be its home, while Atlanta offers the company expanded franchise and retail sources. As the company expands into new markets and product categories, "Atlanta's more central location and access to major transportation hubs makes it an attractive location to base much of the team" spearheading the growth, the company said in a press release.

"This is a historic moment for the Edible brand," Nahas said. "Having spent most of my career in Atlanta, I see it as the perfect location for Edible to expand the team needed to support its worldwide system of almost 1,300 locations."

An Auburn grad, Nahas' previous jobs included stints at Radiant Systems, First Data and NCR. His most recent job was senior vice president of Capgemini, working out of its Atlanta office.

No timeline was offered for the official opening of Edible's second headquarters, but Farid said having Nahas on board "brings the brand an immediate and important presence in the Atlanta franchise and business communities."

Edible Arrangements has 20 outlets within 25 miles of the heart of Buckhead.

Tony Wilbert, Atlanta Market Reporter  CoStar Group   

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