fashion-scoops
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Expansion Plans Set for Paris' Iconic Ladurée

The 150-year-old company famous for its macarons will open its largest flagship to date at 398 West Broadway in SoHo this winter.

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COOKIE SPREAD: Ladurée, the 150-year-old French company famous for its coveted pastel-covered confections, has big plans for the remainder of 2012. A São Paulo boutique opened earlier this week, and with another store to open in Saint Tropez on Sunday and in Australia in mid-July, the company will soon be on five continents. The brand’s president, David Holder, was in New York for a two-day stint this week to focus on a more localized expansion. Ladurée has just bought a second New York location with plans for its largest flagship to date at 398 West Broadway in SoHo. The space was previously Barolo restaurant, and boasts an expansive planted garden, which Holder plans to install with a fountain and exterior bar.“I wanted to be in Soho, it’s very complementary to what we have on Madison Avenue,” Holder told WWD. “We’re going to have the lab in the basement for the pastry and our chef coming from France along with our chef de cuisine: it’s going to be the full concept, the restaurant, the salon de thé, the retail, the bar, a private salon,” Holder said. “This is the real launch of Ladurée in America—we’re going to show New Yorkers what really is the Ladurée dream.” The retail portion of the new location will be open before December, with the salon de thé and restaurant aiming to be fully operational for New York fashion week in February. The brand is also working on a macaron/collectible box collaboration with Alber Elbaz to be released for Paris fashion week in October.

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