French bakery Paul, which has a legacy that spans 128 years, recently opened in Melrose Arch. The brand partnered with Famous Brands South Africa to bring Paul as its first premium brand to the country; it’s an opportunity for it to work with a global brand in a category that is not locally competitive.
The authentically French brand has stayed in many people’s hearts for not compromising on quality. Paul has expanded to more than 670 outlets worldwide — and now South Africa — but its philosophy is to source local ingredients for its bakeries and patisseries, while training its chefs and bakers to continue with the Paul DNA. And while Paul’s customer differs all around the world, CEO Maxime Holder would like the South African establishment to be like any other of its many spaces — a place where friends and families can meet and enjoy great food together