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Famous Brands Partners with Global Bakery-Café Group, Paul
FAMOUS BRANDS LIMITED
(Incorporated in the Republic of South Africa)
(Registration number 1969/004875/06)
JSE Share code: FBR
ISIN code: ZAE000053328
(“Famous Brands” or “the company”)
FAMOUS BRANDS PARTNERS WITH GLOBAL BAKERY-CAFÉ GROUP,
PAUL
Famous Brands has signed a ground-breaking agreement with global
brand, PAUL, to become their South African Licensed Partner for a
ten-year period. PAUL is a family-owned French chain of bakery-
cafés established in 1889 in Croix, Northern France.
Internationally, PAUL has partnered with operators across Europe,
Africa, Asia, America and the Middle East, and is now represented
in 41 countries.
Famous Brands’ Group Chief Executive, Kevin Hedderwick, says,
“This partnership is the culmination of a two-year courtship
between Famous Brands and PAUL. For some time, it has been the
Group’s stated intent to enhance the contribution of our premium-
end portfolio, and therefore we are particularly delighted to add
a brand of the stature of PAUL to our existing elite brand
bouquet.”
He adds, “PAUL is unique in that the business is rooted in French
baking tradition which dates back 120 years and five generations.
While the product offering is classically French, innovation and
continuous development of new breads, viennoiseries, patisseries,
seasonal sandwiches and other meals, is constantly woven into the
fabric of the brand’s offering and experience. At the heart of
PAUL’s values is a passion for craftsmanship, quality and
tradition.”
Hedderwick elaborates, “PAUL’s authentic offering, served in its
trademark chic restaurants, will have enormous appeal for discerning
local consumers who are increasingly aligned with international trends
and choose to associate with brands with style and status that are
popular in Europe and the USA. Today, eating out is about the experience,
and brands that differentiate on an experiential platform continue to
perform strongly. There is also a growing demand for premiumisation
and customisation of the offering, and PAUL caters to those aspirations.”
He says, “Today, PAUL serves over five million customers a month
in its 400-plus bakeries across France, and the patron loyalty
factor is extraordinary; we look forward to generating similar
enthusiasm for the brand in this country.”
In terms of the agreement with PAUL, Famous Brands will open five
restaurants over a five-year period in three trading formats. The
first flagship PAUL restaurant is scheduled to open by the end of
calendar year 2016.
Hedderwick says the rationale for the partnership with PAUL is
compelling:
“Research confirms the continued growth in this country of the
higher LSM and middle income market, with consumers constantly
looking to indulge in premium brands that offer quality.
Currently in the South African context, there isn’t another
bakery-café operating in the space that PAUL occupies and hence we
have an opportunity to be first movers in this category, with the
most recognisable French bakery-café brand in the world,” he says.
- “As a family business, PAUL has had the freedom to invest
significantly in refining their process, marketing and
product over decades. Buying into an international brand of
this calibre will afford us access to all the global
learnings and best operating practice that has been
developed,” notes Hedderwick.
- “Importantly,” comments Hedderwick, “We will have direct
access to PAUL’s marketing and operations expertise and also
a world-class new product development and training facility
in Lille, where the art of baking is constantly being
evolved.”
Maxime Holder, President, PAUL International, says, “South Africa
is one of the most sophisticated, diverse and promising emerging
markets globally. In addition, Famous Brands, specifically,
appealed to us as a partner because the Group is Africa’s leading
branded foodservice franchisor with an enviable track record and
extensive experience of the industry and market. Their management
team understands multiple trading formats, which is central to
PAUL’s model. Furthermore, PAUL will benefit from Famous Brands’
comprehensive business model which comprises extensive expertise
and capability in development, operations, procurement, marketing,
logistics and manufacturing.”
“In the longer term, Famous Brands can provide PAUL with access to
African countries outside of South Africa where we are not
currently represented,” Holder notes.
“Significantly,” Holder remarks, “PAUL, like Famous Brands, is a
family business and our entrepreneurial cultures are aligned.”
Hedderwick concludes, “We are tremendously excited about this
partnership. The commercial case combined with the obvious
chemistry between the two parties makes this a truly satisfying
marriage. At the same time, I am delighted that the addition of
PAUL to our premium bouquet of brands raises our game even higher
in the face of global competition.”
For further information:
Kevin Hedderwick Maxime Holder Del-Maree English
Group Chief Executive President Investor
Famous Brands PAUL International Communications
Mobile: 083 395 8608
Telephone: 011 651 Landline: +33 20 42
5812 61 69
Mobile: +33 6 48 82
61 87
Website: www.famousbrands.co.za www.boulangeries-
paul.com
Midrand
17 November 2015
Sponsor:
The Standard Bank of South Africa Limited
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