What started as a family passion has become one of South Australia’s most beloved dessert brands. St Louis House of Fine Ice Cream & Desserts, founded by George Karamalis in 2012, now boasts 13 stores across South Australia and two more overseas—all without relying on cookie-cutter franchising.
But for George, the journey began decades earlier. His father, Arthur Karamalis, ran a gelato shop in Glenelg during the 1990s. George’s return to that same Glenelg location with a St Louis store earlier this year felt like closing a personal and professional circle. “It’s actually where I met my wife, Mesha,” he said. “It holds a special place in my heart.”
From Glenelg to Global
Together with Mesha, George has transformed St Louis into a brand synonymous with indulgence, hospitality, and thoughtful design. The gelato may be the star, but the Paris-inspired ambiance and store individuality are what keep fans coming back.
While many franchises operate on a rigid, copy-paste model, George believes that path no longer works in today’s hospitality landscape.
“If you cut and copy now you actually get left behind,” he explained. “We want every store to have its own personality.”
This ethos was evident in the opening of two new stores: one on the vibrant Prospect Road, and the other at the Elizabeth Shopping Centre—a surprising move for George that paid off.
“It was busier than Rundle Mall. I was just falling off my chair,” he recalled.
Elizabeth, he said, was “missing that café culture,” and St Louis was eager to fill that gap.
A Different Kind of Franchise
St Louis’s franchise model is built not just on great product and design but also on human connection.
“The secret is finding the right franchise partners that have the same passions,” George emphasized. “And if you do that, then everyone’s winning.”
The St Louis brand is preparing to expand interstate, but George says its identity will remain deeply rooted in South Australian hospitality.
“We’re born and bred South Australians. We live and breathe hospitality and the streets of Adelaide.”
What This Means for Aspiring Franchisees and Ice Cream Entrepreneurs
In a saturated dessert market, St Louis stands out not by scaling rapidly, but by scaling authentically. George Karamalis’ story offers a blueprint for ice cream franchise opportunities: find a meaningful concept, root it in personal legacy, and evolve with the times—without losing your brand’s heart.
For those dreaming of their own ice cream empire, it’s not about duplicating someone else’s vision. As George’s journey proves, it’s about bringing your own flavor to the table.
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