DEPUIS 1889
Five Generations of Baking Tradition.
What began in 1889 in a small bakery in Croix is today one of the most renowned French bakery-cafés in the world.
L’HISTOIRE DE PAUL
One Family. One Passion. One Craft.
For over 130 years the Holder family has devoted itself to the art of baking. Starting in Croix near Lille, PAUL has grown across generations into a symbol of French savoir-faire, without forgetting the roots of traditional craftsmanship.
PAUL’s journey is shaped by the vision of turning daily bread into an experience. From the first shop to global presence, the secret has always been the same: patience, high-quality ingredients, and the love of detail you can taste in every crust.
Today we bring this passion to Vienna. In our bakeries we combine the elegance of French pâtisserie with the warmth of Austrian coffeehouse culture, offering you the best of both worlds every day.
THROUGH TIME
The Journey of PAUL
The Origin in Croix
Charlemagne Mayot opens the first small bakery in Croix, France, laying the foundation for a century-spanning dynasty.
1953
The Name PAUL is Born
Francis Holder takes over the PAUL bakery in Lille and keeps the name. The beginning of a new era of expansion.
The Black Facade
The iconic black design is introduced, making PAUL an unmistakable brand on the streets of France.
2000s
Bonjour le Monde
PAUL conquers the metropolises of the world. From London to Tokyo, from New York to Dubai.
Bienvenue à Vienne
PAUL brings the passion for true French baking craft to the heart of Vienna.
L’ART DE VIVRE
More than Bread. An Art of Living.
In France, bread is not just food. It is the heart of every meal, a symbol of community and proof of daily care. We bring this philosophy of art of living into every one of our stores.
At PAUL, it’s about taking time. Time for dough fermentation, time for hand-braiding the brioche, and time for a moment of calm with a café au lait and an éclair.
It is this devotion to slowness in a fast world that makes the difference. We preserve the traditions so you can enjoy the authentic French way of life right in the heart of Vienna.
OUR VALUES
Tradition
We preserve recipes refined across generations and honor the legacy of those before us.
Quality
From French flour to hand-selected butter, only the finest ingredients find their way into our ovens.
Hospitality
Bienvenue chez PAUL. Every guest is welcomed with the warmth and heartfelt charm of a French host.
At PAUL we celebrate bread, pâtisserie, and above all the small moments of life.
DELPHINE VIGNAUX-HIEKE
