The French Bastards

The French Bastards is a modern bakery and pastry brand that aims to redefine the traditional Parisian boulangerie. Founded in 2018 by friends Julien Abourmad, David Abehsera, and Emmanuel Gunther, the first shop opened in January 2019 in Paris's 11th arrondissement. The founders, who have backgrounds in pastry, international catering, and business, identified a gap in the market for a bakery that combined high-quality products with an enhanced customer experience and a modern brand identity. The name was inspired by a nickname given to Abourmad by a chef in Australia, which the founders adopted to reflect their mission to disrupt conventions.

The business operates as a chain of neighborhood bakeries, with several locations in Paris and an expansion to Lille. Its business model focuses on direct-to-consumer sales of premium baked goods. While bread constitutes a smaller portion of sales compared to traditional bakeries (15% vs. over 40%), the company also supplies bread to about a dozen Parisian luxury hotels. The brand emphasizes a sustainable approach, using high-quality, locally sourced, and seasonal ingredients, such as organic flours from Moulin Paul Dupuis and AOP butter from Isigny-Sainte-Mère. The product line includes artisanal breads like bâtards and sourdough, classic viennoiseries, and inventive pastries such as babkas, cruffins, and seasonal Saint-Honoré cakes. The company has built a strong brand with a significant social media presence, using aesthetics from the luxury and beauty industries to market its 'foodporn' creations.

Keywords: artisanal bakery, Parisian boulangerie, modern patisserie, viennoiserie, specialty pastries, cruffins, babka, sourdough bread, seasonal ingredients, direct-to-consumer, food brand, sustainable sourcing, French pastry, gourmet baked goods, luxury hotel supplier, Paris food scene, food retail