Ladurée and the business of the Paris macaron
Louis Ernest Ladurée opened a bakery on Rue Royale in Paris in 1862. After a fire, the shop was rebuilt and turned into a pastry shop and tea room, decorated with painted ceilings that are still there.
The double macaron
Macarons, small almond meringue cookies, had been made in France for centuries. Ladurée is often credited with popularizing the double-decker macaron, two cookies sandwiched with a filling. The company credits Pierre Desfontaines, a member of the family, with the idea in the early 20th century.
Expansion
In 1993 the Holder family, owners of the Paul bakery chain, bought Ladurée. They opened a large tea salon on the Champs-Élysées in 1997 and later took the brand around the world, with shops in London, Tokyo, New York, the Middle East and elsewhere.
The pastel boxes, flavors that change with the seasons and collaborations with designers and films made the macarons a gift item and a fashion accessory.
A crowded market
The success of Ladurée inspired many rivals, including Pierre Hermé, and macarons spread to bakeries and supermarkets worldwide. Ladurée has kept its focus on its tea rooms and luxury image, but the global craze that peaked in the 2010s has cooled, and the company has closed some shops abroad.
