The Profit · S7 E11
Ideal Cheese Shop
New York City, New York
Good outcome here: the business is still trading today.
The short answer
Specialty cheese retailer 'EST. 1954,' carries 250+ cheeses; billed by Forbes.com as 'World's Best Cheese Shop.'
What happened on the show
Ideal Cheese Shop was a long running New York City cheese retailer, more than 55 years old, where a father and son were at odds and the store had been neglected. Marcus's job was to help the family renew their passion and refresh the shop's look before the aging business crumbled. It was a familiar Profit dynamic, a business with genuine heritage and a loyal reputation drifting under family friction and deferred attention. The work centered on repairing the father and son relationship, updating a tired store, and restoring the energy that a decades old specialty retailer needs to stay relevant. The 55 year history and the store's standing were real assets, which made the family tension and the neglect the things Marcus had to address to keep the shop from fading out.
After the cameras left
Ideal Cheese Shop is still open. The specialty cheese retailer, established in 1954 and carrying more than 250 cheeses, operates from First Avenue in Manhattan, with a current copyright footer, a working cart, and claims of hundreds of thousands of customers and thousands of reviews. It has even been called one of the world's best cheese shops by a major business outlet. The neglected, family divided store the episode found is clearly thriving years later. Confirmed operating as of 2026, high confidence.
Location
942 1st Ave, Manhattan (midtown east)
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Sources
Confidence: high. Last checked 2026-07-19.