A cinnamon roll franchise is setting up shop on Stuebner Airline Road in Spring, with a late October opening planned.

SWRL Cinnamon Roll Factory will open at 16000 Stuebner Airline Road, owner Arian Tucker told Community Impact. The shop will sell cinnamon rolls, ice cream and coffee, along with banana pudding and specialty rolls such as peach cobbler and sticky bourbon pecan.

Tucker is a franchise operator who also owns locations of Smoothie King, Peach Cobbler Factory and PJ's Coffee, according to the Spring location's Instagram account. An Aug. 18 post on that account described her as an experienced franchise operator and entrepreneur who spent years running a tax business before expanding into food franchises.

SWRL was co-founded by Juan Edgerton, who also founded Peach Cobbler Factory, and Will Carey, who serves as president of franchise development, according to a press release from Carey's holding group. That announcement, published in January 2023, described the brand as a franchise platform. SWRL now operates in markets including Dallas, Houston, Raleigh and Las Vegas, according to its corporate Instagram page.

The brand's corporate account announced the Spring location on Sept. 12, posting that SWRL would open in the Houston area in October 2026 and directing followers to the local account, @swrl.springtx.

The Spring location's Instagram then posted a video Thursday, Oct. 1, promoting the opening and captioning it "Grand Opening Coming Soon." Tucker told Community Impact the shop would open in late October, but an exact date has not been announced.

The Spring location is at least the second SWRL in the Dallas-Fort Worth and Houston metro areas. A McKinney, Texas, location is already open, according to a Visit McKinney listing.

Updates on the opening date are being posted to the @swrl.springtx Instagram account.