Paul is a French bakery-café chain known for breads, pastries, sandwiches, desserts and café-style meals served in a traditional French bakery setting.
Last updated October 16, 2026
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Overview
Paul is a French bakery-café brand headquartered in Marcq-en-Barœul in the Greater Lille area. Its origins are traced to a bakery established in 1889 in Croix, in northern France, by Charlemagne Mayot and his wife. Through marriage, succession and acquisition, the business became connected with the Holder family, which retained the Paul name after taking over a bakery-pâtisserie operated by the Paul family in 1953. The brand is now part of Groupe Holder, a family-controlled French food group. The modern development of Paul was strongly associated with Francis Holder. After assuming responsibility for the family bakery following his father’s death in 1958, Holder opened a new Paul bakery in Lille in 1963. The business expanded through supply relationships with department-store and supermarket operators, including Nouvelles Galeries, Auchan and Monoprix. In 1970, Holder acquired an abandoned industrial site in La Madeleine near Lille and converted it into a large bakery, creating a stronger production base for subsequent growth. Paul’s retail identity developed around a combination of French bakery tradition and sit-down café service. A wood-burning stove installed in the original Lille bakery in 1972 proved popular with customers and became part of the visual and experiential model used as the chain entered shopping centres and major French cities. The interiors and layout emphasized visible baking, dark wood, traditional bakery cues and a recognizable French atmosphere. A major livery change in 1993 introduced the black visual identity associated with the brand, while the broader store concept remained relatively consistent. The company expanded beyond France in stages. Its first bakery outside France opened in Barcelona in 1985, followed by its first international franchise in Nagoya, Japan, in 1989. Further growth reached Morocco in 1998, the United Kingdom in 2000, Lebanon in 2002, Belgium in 2007, Taiwan in 2008 and Singapore in 2012. The brand also developed a significant presence in the Middle East from 2013 onward. In 2021, it opened its first bakery in Pakistan, in Karachi, and its first Canadian bakery, in Vancouver. By 2022, the chain was reported to have more than 750 bakery-café restaurants, including 424 in France and more than 300 across 47 other countries. The menu spans traditional bakery products and café meals. Offerings include breads, croissants, pastries, cakes, macarons, beignets, sandwiches, soups, quiches, tarts, crêpes and egg dishes, together with coffee, tea, mineral water, soft drinks, wine and beer. The business has also been described as offering more than 140 types of bread. Its positioning combines everyday bakery purchasing with an accessible restaurant experience, allowing locations to serve breakfast, snacks, takeaway food and casual meals. Paul remains an internationally operated bakery-café brand under Groupe Holder. Its distinguishing assets are its long northern-French family history, consistent store design, broad bakery assortment and ability to adapt the bakery-café format to airports, shopping centres, high streets and other international retail environments. Paul is a French bakery chain with locations in multiple countries, known for traditional French bread and pastries.
History
Paul traces its history to 1889, when Charlemagne Mayot and his wife established a bakery in Croix, in the Nord region of France. Their son Edmond Mayot assumed control in 1908. In 1935, Edmond’s daughter Suzanne Mayot married Julien Holder, a baker and pastry chef. The couple subsequently opened a bakery on Rue des Sarrazins in Lille’s Wazemmes district, linking the Mayot and Holder family businesses. A decisive step came in 1953, when the Holders and their son Francis took over a better-known bakery-pâtisserie belonging to the Paul family. Rather than replace the acquired bakery’s identity, they retained the Paul name, establishing the brand that later became the basis of the chain. Following his father’s death in 1958, Francis Holder continued the business with his mother. He opened another Paul bakery on Lille’s Boulevard de Belfort in 1963, using a small amount of family capital and focusing on expanding the local retail network. The company gained additional scale through commercial supply relationships. In 1965, when the Nouvelles Galeries opened, Holder offered to supply the retailer with bread. Under the Moulin Bleu name, bread from the Lambersart bakery was also supplied to Auchan and Monoprix. By 1970, the business had accumulated enough strength to acquire an abandoned industrial site at La Madeleine, in the Lille suburbs, and convert it into a large bakery facility. Paul’s shop concept developed during the 1970s. A wood stove installed at the original Lille bakery in 1972 was well received and became a recurring feature of the chain’s design as Paul moved into shopping centres and larger French cities. The brand combined the production and retailing of bread and pastries with a café environment. Although the company changed its livery to a predominantly black identity in 1993, the general store layout and traditional bakery aesthetic remained comparatively stable. International expansion began with the opening of a bakery in Barcelona in 1985. The first international franchise followed in Nagoya, Japan, in 1989. Paul later entered Morocco in 1998, the United Kingdom in 2000, Lebanon in 2002, Belgium in 2007, Taiwan in 2008 and Singapore in 2012. It also expanded across Middle Eastern markets from 2013. Additional country entries included Pakistan, where the first bakery opened in Karachi in March 2021, and Canada, where the first bakery opened in Vancouver in May 2021. By 2022, Paul was reported to operate more than 750 bakery-café restaurants, with 424 locations in France and more than 300 in 47 other countries. The chain’s international footprint included locations in Europe, Asia, Africa, the Middle East and North America. The business remained associated with Groupe Holder, the family group that also owned Ladurée between 2002 and 2021. Paul’s operating model centers on a broad French bakery and café menu. Products include breads, pastries, cakes, croissants, macarons, sandwiches, soups, quiches, tarts, crêpes and egg dishes. Beverage service includes coffee, tea, mineral water, soft drinks, wine and beer. The brand’s historical continuity, visible bakery cues and standardized black-accented store design have allowed it to present a recognizable French format across different markets while serving both takeaway and dine-in occasions.
- 2022
Network exceeds 750 bakery-café restaurants
[1]Paul is reported to have more than 750 locations, including 424 in France and more than 300 across 47 other countries.
- 2021
First Pakistani bakery opens in Karachi
[1]Paul opens its first bakery in Pakistan.
- 2021
First Canadian bakery opens in Vancouver
[1]Paul enters Canada with its first bakery in Vancouver.
- 2013
Broader Middle Eastern expansion
[1]Paul develops a larger presence across Middle Eastern markets.
- 2012
Expansion into Singapore
[1]The chain enters Singapore.
- 2008
Expansion into Taiwan
[1]Paul establishes a presence in Taiwan.
- 2007
Expansion into Belgium
[1]Paul opens in Belgium as part of its continued European growth.
- 2002
Expansion into Lebanon
[1]The brand enters Lebanon and develops a network of bakeries there.
- 2000
Expansion into the United Kingdom
[1]Paul begins operating in the United Kingdom.
- 1998
Expansion into Morocco
[1]Paul enters Morocco, adding a North African market to its international network.
Products and positioning
A French bakery-café chain combining traditional bread and pastry production with casual dining, takeaway food and café beverages. Paul emphasizes heritage, recognizable French bakery aesthetics and a consistent format adapted for domestic and international markets.
Bakery
Breads
Bread is central to Paul’s identity and retail offer. The chain is described as selling more than 140 types of bread, supporting both everyday purchases and the brand’s traditional French bakery positioning. Bread is sold alongside pastries and café products in locations designed to make baking and bakery presentation part of the customer experience.
Bakery
Viennoiserie and pastries
Paul’s viennoiserie and pastry range includes familiar French bakery items such as croissants and other pastries, along with beignets. These products serve breakfast, snack and takeaway occasions and form one of the most visible parts of the chain’s French bakery offer.
Desserts
Cakes and macarons
The dessert assortment includes cakes and macarons, extending Paul’s offer beyond bread and breakfast pastries. These products are sold through the bakery-café format and support individual consumption, sharing and takeaway purchases.
Café food
Sandwiches and savory bakery foods
Sandwiches, quiches and tarts provide savory options for lunch and convenient takeaway. They complement the bakery range and allow Paul locations to function as casual cafés as well as traditional bread shops.
Café meals
Soups and egg dishes
Soups and egg dishes broaden the menu into light meals. Together with sandwiches, quiches and crêpes, they support dine-in service and give the bakery-café format a wider daypart range.
Café food
Crêpes
Crêpes are part of Paul’s French-oriented café menu. They help connect the brand’s bakery heritage with a broader casual dining proposition in locations serving both food and beverages.
Beverages
Coffee, tea and beverages
Paul serves coffee-based drinks and tea alongside mineral water, soft drinks, wine and beer. The beverage range supports breakfast, snack and meal occasions and reinforces the café component of the brand.
Brand decisions
2021
Enter Pakistan and CanadaStrategyBackground
Paul continued broadening its international footprint across new geographic markets.
Action taken
The brand opened its first Pakistani bakery in Karachi and its first Canadian bakery in Vancouver.
Aftermath
The two openings extended Paul’s reported presence to additional markets in South Asia and North America.
1993
Refresh the brand liveryOtherBackground
Paul was expanding its bakery-café format into more French cities and needed a consistent visual identity.
Action taken
The company introduced a predominantly black livery while retaining the established store layout and bakery atmosphere.
Aftermath
The black visual identity became a recognizable feature of Paul locations.
1989
Adopt international franchisingStrategyBackground
Paul’s first international location created a basis for extending the format through partners as well as company operations.
Action taken
The first international franchise bakery opened in Nagoya, Japan.
Aftermath
Franchising became part of the brand’s international development model.
1985
Begin international expansionStrategyBackground
After developing its French bakery network, Paul sought growth outside its home market.
Action taken
The company opened its first bakery outside France in Barcelona.
Aftermath
The Barcelona opening was followed by international franchising and expansion into markets across Europe, Asia, Africa, the Middle East and North America.
Sources1 sources
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