Fifth & Emery rebrand puts local in control; Isaac Lee Collins’ next move: add handmade chocolate

Taking his businesses independent is the cherry on top for Isaac Lee Collins, following more than a decade building his credentials as one of Kansas City’s most consistent and resilient entrepreneurs. A rebrand of Collins’ frozen yogurt ventures adds a further twist to his story.

“After 10 years of being a franchisee of Yogurtini and 13 total years of being a business owner, it’s just time for us to spread our wings and do our own thing,” said Collins. “The goal was never just to be a franchisee. It was to 100-percent own my businesses, independent of anyone else. That is true freedom.”

His three popular Yogurtini locations — Overland Park, the Plaza, and Shoal Creek — will rebrand as Fifth & Emery Frozen Yogurt & Chocolate over the next six weeks, with the new brand identity debuting in March.

Isaac Lee Collins, Fifth & Emery, chats with a worker at the business’ Country Club Plaza location; photo by Taylor Wilmore, Startland News

Growing business in a shrinking market

While Kansas City’s frozen yogurt scene has dwindled from more than 20 locations across numerous brands in 2015 to just six today, Collins’ business is thriving, he said, thanks to a strong customer focus and local investment.

“We live here in Kansas City. We invest locally. We support other local businesses,” said Collins, a serial founder who’s previously launched a range of ventures, from a nutrition startup to Superhero Yoga and business coaching consultancy. “A lot of the best things we’ve done are simply listening to our customers and giving them what they want.”

This approach has helped Collins expand his footprint, proving to him that dedication to community and adaptability are key ingredients for success.

Freedom to innovate

With the shift to Fifth & Emery, Collins gains more flexibility to make business decisions without corporate restrictions, he said. From marketing strategies to product selection, he now has full control over his brand’s direction.

“We’re open to do whatever we want, from a marketing perspective, from products that we carry, partnerships, collaborations,” he said. “We can consult ourselves on decisions we make without having to consult anyone else.”

As Collins prepares to fully unveil Fifth & Emery, he’s energized by the creative possibilities, especially putting chocolate back into the mix.

“I owned a Rocky Mountain Chocolate Factory for four years. That’s what gave me my start in business,” he said. “Chocolate is so creative and imaginative, and I’m excited to bring it into our shops. It’s a whole new experience for our customers.”

To that end, he’s adding handmade chocolates, caramel apples, and a variety of dipped fruits and treats to the new brand’s selection of frozen yogurts.

Isaac Lee IV, Emery, Isaac Lee V, and Rachel Collins; photo by Aubrey Hubbard

Built on family values

The name Fifth & Emery reflects Collins’ deep commitment to family, honoring his children — son Isaac, the fifth generation namesake of Isaac Lee Collins, and daughter Sage Emery.

“People called me a dad before I was even a dad,” he joked. “Family is incredibly important. I grew up in a struggling family, but even though we didn’t have much, we still stayed super close. That even intensified when we had our kids.”

That focus on family extends to the customer experience, with locations designed as welcoming third spaces for both parents and kids.

“We know our two main customer groups: young families with children and middle school and high school students who come in on their own,” Collins said. “We employ a lot of high schoolers and college kids, so we understand what they like and how to serve them.”

Isaac Lee Collins, Fifth & Emery; photo by Taylor Wilmore, Startland News

Future KC staple

Fifth & Emery will offer interactive elements like coloring pages, games, and a reading program called Books for Yo, to create an experience where people of all ages can enjoy.

“We make sure we’re hitting 10 out of 10 on safety, cleanliness, and quality,” Collins emphasized. “We want to create a space where people feel comfortable and engaged.”

Ultimately, he hopes Fifth & Emery becomes a beloved Kansas City destination, much like the businesses he’s admired since childhood.

“I’ve always wanted to have a brand enjoyed by people across the metro,” he said. “Now, we can serve more people because we’re expanding into their neighborhoods. That’s a blessing.”

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