Three years after taking a bite of their first Parlor doughnut, Van and Beverly Cline are set to open their own, franchised establishment at 1901 Laurens Road, Suite B.
It took a year to find the right location, and then permitting and retrofitting issues extended far beyond the time it takes the buttery dough to rise.
“The process was frustrating at times,” Beverly Cline said.
“Customers have been pressing us to open for months now,” she added. “But we always believed it was worth the wait, as this spot is centralized to downtown, Augusta Road and the Eastside. Midtown is exactly where we wanted to open our first shop.”
Indiana-based Parlor Doughnuts has taken the country by storm since 2019. The Pawley’s Island Parlor Doughnuts was one of the first of the 61 franchises now operating, with another 52 in some stage of opening from coast to coast.
“We had looked at a number of investment and franchise opportunities for this next chapter in life,” said Van Cline, who has devoted his career to developing and delivering oncology pharmaceuticals to market. “Parlor stood above all others for its product and business approach, (and) support and commitment to owners and operators. Headquarters has provided excellent guidance and direction, to make sure we can bring this menu full of superior items not only to Greenville, but the entire Upstate.”
Parlor Doughnuts to anchor 1901@Midtown
Delays in permitting actually created time for two elements to develop and merge that will enhance customer experience inside the 2,200-square-foot space. Parlor Doughnuts will now serve as an anchor as the Old Towne Center, a strip mall built in the 1960s, rebrands to 1901@Midtown. Rebirth will pair long-time tenants like Kitty’s Alterations and SewCreative with Parlor Doughnuts and Clare’s Creamery.
“I’m a native of Greenville. I remember when this place was first built,” Van Cline said. “Some 28,000 cars a day travel this section of Laurens Road. To see the enhancements and improvements taking place is very encouraging, and we’re honored to be a part of that.”
During the two-year-wait, Beverly Cline has commissioned local artists and scoured everything from Etsy to antique stores to deliver Parlor’s trademark design with Greenville flair.
“Back in the day, the best-furnished room in the house, where families received guests, was the parlor,” she said. “That’s where the name comes from. But instead of Victorian chairs, Parlor Doughnuts have an updated, millennial feel, with clean lines and coastal-Americana accessories. It’s the perfect place to spend time in a comfortable leather chair, check emails or read a book, while enjoying small-batch craft doughnuts and rich coffee blends.”
Parlor Doughnuts is now hiring for all positions, to make and serve its 24 flavors of layered doughnuts, including vegan, keto-friendly and gluten-friendly options. Opening is set for the last week of April.
Hours: Monday-Friday, 7 a.m.-6 p.m.; Saturday, 7 a.m.-4 p.m. Closed Sunday. (Hours are subject to change based upon customer demand. Evenings are open to host private events.)
Website: parlordoughnuts.com/greenville-sc
Facebook/Instagram: @ParlorDoughnutsGreenville
