For several months now, Maison Ladurée has been facing competition and declining sales. Then, the Covid-19 arrived, and with it an economic crisis which left the famous pastry shop on its knees. Tired of war, the Holder group, current owner of Ladurée, decided to sell this internationally renowned brand.

Ladurée shop, rue Montorgueil, in Paris
ladurée shop in paris, rue montorgueil

For a long time, Ladurée struggled. The House has opened several boutiques in Paris, in the 3rd and 7th arrondissements, in Beaugrenelle, on the Champs-Élysées, at Roissy-Charles-de-Gaulle airport, in Orly 2 … Pastry chef Nicolas Haelewyn had even joined the brand in September 2020, to give a facelift to this menu full of sweets. Unfortunately, it is difficult to fight when a significant portion of customers can no longer come and buy the products. At the head of Maison Ladurée since 1993, the Holder family had bet on foreign customers, exporting the brand internationally, seducing gourmets all over the world. This international audience, the main buyers of Ladurée stores in airports and on the Champs-Élysées, left a big hole in the brand’s cash registers when travel restrictions fell in 2020. The lack of customers therefore precipitated the sale of the house of macaroons.

« Exclusive negociations »

In March 2021, the Holder group announced that it had started “exclusive negotiations” with a possible buyer, LOV Group. This company owns different companies in various sectors: sports betting with Betclic, hotels, tourism and luxury. If you want to support this unmissable house while making yourself happy, Don’t hesitate to buy one of them delicious macarons when you come to Paris.

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