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Entertainment, Food & Beverage

Paul Bakery to open in Takashimaya

Bakery will open at Takashimaya Shopping Centre by Christmas
The Straits Times - September 8, 2011
By: Eunice Quek
| More
Paul Bakery to open in Takashimaya To be located on the third floor of Takashimaya Shopping Centre, Paul Bakery (above) will have a takeaway counter as well as a 130-seat dining area. -- ST PHOTO: EUNICE QUEK

Foodies who love their breads, take note.

Famed French boulangerie Paul Bakery will open at Takashimaya Shopping Centre by Christmas.

The bakery restaurant will occupy the shop space which was previously Coffee Club's on the third floor of the mall next to Books Kinokuniya.

The Coffee Club vacated the 3,000 sq ft space and ceased operations after its lease ended last month. The space is now boarded up for renovation.

Mr Jean-Pierre Erba, 50, managing director for Paul Asia Pacific, says this will be its flagship outlet in Singapore and adds that it may open more small bakeries in the future.

The outlet is a bakery restaurant and will have a takeaway bakery as well as a 130-seat dining area. Everything from the breads to the decor will follow the standards set in other Paul bakeries worldwide.

Mr Erba says: 'We looked carefully at the Asean countries and decided Singapore would be the best platform for moving into other countries. The customer traffic in Takashimaya Shopping Centre suits our brand perfectly.'

The shop is a collaboration between Paul and Toshin Development Singapore, which is a subsidiary of Takashimaya group.

First established in 1889 in Croix, France, by the Mayot family, the bakery empire now has more than 400 stores worldwide.

It has outlets in four Asian countries, including Japan and China.

The family-run patisserie bakes fresh bread daily and it is famous for its breads as well as top-selling products such as the Flute Paul, which is a French baguette made from dough that is fermented slowly, chocolate bread and croissants.

The bakery also sells sweet and savoury pastries, sandwiches and cakes.

For pastry chefs in the scene, Paul Bakery is a familiar institution in the industry.

Marina Bay Sands' executive pastry chef Alejandro Luna, 30, is looking forward to the arrival of the boulangerie.

Of his first visit to the outlet in Rue de Paradis, Paris, back in 1999, he says: 'I was amazed by the smell of fresh baked goods in the shop and I remember trying the croissant and pain au chocolat (bread with chocolate).

'Judging from the quality and range of products available in the outlets, I'm definitely looking forward to trying its croissants in Singapore. And I hope that Singaporeans can taste the tradition of the products.'

As for pastry chef Pang Kok Keong of patisserie Pique Nique in Takashimaya Shopping Centre, he visits Paul Bakery for its sandwiches and bread whenever he is in France.

The 36-year-old says: 'It is long overdue for Paul Bakery to come to Singapore. Our market may be small but we have enough well-informed consumers who appreciate its products. Hopefully, locals will now start to appreciate the European types of bread as much as the Japanese soft breads that they enjoy.'

Mr Erba hopes that the strong tradition the brand represents will appeal to Singaporeans: 'We bake today like we have baked more than 120 years ago. We are bakers at heart.'

 

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