From the Louvre to Calle Serrano: PAUL boutique bakery opens in Madrid

From the Louvre to Serrano: French bakery Paul's boutique bakeries open on Madrid's 'golden mile'

Paul Bakery

7 January 2025, 9:00

The French bakery PAUL, with over a century of history, is set to open a new location at number 80 on Calle Serrano in Madrid, in the heart of the renowned "golden mile". This new establishment, covering 250 m² and featuring two terraces, will be the first of the chain to be situated in one of the city’s most exclusive thoroughfares, traditionally home to luxury brands. PAUL's arrival highlights this street's ongoing diversification, where premium retail is now beginning to coexist with culinary and lifestyle offerings.

PAUL began its journey in 1889 when the Holder family opened a small bakery opposite the Louvre Museum in Paris. From the outset, the brand has prided itself on artisanal production, adhering to traditional French recipes passed down through generations. Its range includes iconic products such as baguettes, croissants and tartlets, all crafted from carefully selected ingredients.

Over the years, PAUL has evolved into an international chain, with boutique bakeries in more than 50 countries. Its strategy focuses on bringing the tradition of French bakery to a modern format, tailored to different markets while preserving its essence. This approach has enabled the brand to attract both local customers and tourists seeking a unique experience.

PAUL arrives on Madrid's "golden mile"

Selecting Calle Serrano for this new opening is a strategic decision. Located in the prestigious Salamanca district, this commercial hub is home to leading high-end fashion, jewellery and cosmetics brands, making it one of the most frequented areas by a high-spending clientele. In this setting, PAUL aims to attract both residents and visitors who appreciate top-quality cuisine. According to sources close to the company, the deal was facilitated by BNP Paribas Real Estate.

The new establishment, with two terraces overlooking the lively activity of Calle Serrano, adds to this street's ongoing diversification, which in recent years has seen the arrival of restaurants, boutique hotels and bespoke experiences. While Calle Serrano remains the epicentre of luxury brands, establishments like PAUL enrich the commercial landscape and attract a broader range of visitors to the area.

PAUL already operates several locations in cities such as Barcelona and Valencia, but this opening in Madrid marks a significant milestone due to the iconic nature of its location. This move forms part of the brand’s international growth strategy, aiming to strengthen its presence in established markets like Europe while exploring new opportunities in other regions.

PAUL's model, which blends tradition with modernity, has successfully adapted to various contexts without compromising its identity. In Spain, where bread and pastries hold a prominent cultural role, the brand has found an appreciative audience that values quality and artisanal production.

Latest notable operations in Serrano

PAUL's opening on Calle Serrano is part of a series of significant developments that have shaped the evolution of this street as a prime commercial destination. In recent months, Hermès opened a flagship store at number 64, further solidifying its presence in the city. Similarly, the Italian brand Gucci has refurbished its space, expanding it to showcase exclusive fashion and accessories collections. Meanwhile, the hotel chain Only YOU has opened a new establishment at number 85, adopting a contemporary luxury format that appeals to international tourists.

These developments reflect how Serrano continues to attract substantial investments, positioning itself as a key hub for high-end retail and a commercial epicentre in constant transformation. The arrival of PAUL, with its unique offering, adds to the diversification of one of Madrid’s most iconic streets.