Home / Business and Economy / Parisian Bakery 'Louis Vuitton of Bread' Faces Closure Threat
Parisian Bakery 'Louis Vuitton of Bread' Faces Closure Threat
17 Feb
Summary
- Poilâne bakery, a Parisian institution since 1932, is at risk of closure.
- The bakery entered receivership after substantial financial losses in 2024.
- Shifting tourist preferences towards social media-hyped bakeries impact business.
Poilâne, a renowned Parisian bakery established in 1932, is currently at risk of closure. The family-run company entered receivership on January 19, 2026, following significant financial losses exceeding €2 million in 2024. This situation arose due to a combination of factors, including disruptions from the Covid-19 pandemic and increasing operational costs for flour and labor.
Director Apollonia Poilâne has stated that while the bakeries remain open and jobs are protected, the business is undergoing a restructuring to ensure its future. The company attributes some of its difficulties to changing tourist behaviors, noting that younger travelers, particularly Gen Z, are increasingly drawn to newer bakeries that gain viral popularity on social media platforms like TikTok and Instagram.
These newer establishments often focus on experimental flavors and visually appealing "food porn" aesthetics, contrasting with Poilâne's traditional sourdough loaves. Popular alternatives include The French Bastards, known for its "foodporn DNA," Maison Louvard with its "crookie," and Cédric Grolet's fruit-shaped desserts. Poilâne's plight highlights a generational shift in Parisian tourism and culinary preferences.
