Ladurée comes to Yerevan: the famous Parisian macaron house opens its first shop in Armenia
- Published
- Place
- Yerevan
- Event date
- Past event —
Summary
Ladurée will soon open its first shop and tea salon in Armenia, in Yerevan. The Parisian house, famous worldwide for its macarons, made its arrival official on 13 November. The address is already known: 16 Abovyan Street, right in the centre of the capital. The project was founded and is led by an Armenian entrepreneur and investor, Narek Margaryan. Operational management and franchise development are entrusted to Parvanyan Consulting, headed by Mher Parvanyan. This first tea salon is only a start: further Ladurée locations are planned elsewhere in Armenia. No precise opening date has been given. The France Armenia Chamber of Commerce and Industry presents Ladurée as the first French luxury gourmet brand to set up in the country.
The announcement was published on Friday by several Armenian media outlets. It confirms a project first revealed in May by the France Armenia Chamber of Commerce and Industry, chaired by Tigran Arakelian. The chamber spoke at the time of “the result of several years of collaboration”.
According to the chamber, the move follows Emmanuel Macron’s state visit to Armenia and the strengthening of economic ties between the two countries.
A house born on rue Royale in 1862
Ladurée was founded in Paris in 1862, on rue Royale, a short walk from the Place de la Concorde. More than 160 years later, the house is still associated with its colourful macarons, fine pastries and elegantly decorated tea salons.
Today it operates in major cities around the world. The Yerevan salon promises the same formula: a shop, signature pastries and a tea salon, in the spirit of the “Parisian art de vivre”, according to the announcement.
A project led by Armenians
Ladurée is not arriving alone. The project is led by Narek Margaryan, described as an Armenian entrepreneur and investor. He has entrusted the operation and development of the franchise to Parvanyan Consulting, Mher Parvanyan’s consultancy.
The choice of Abovyan Street is no accident. It is one of the liveliest streets in central Yerevan, lined with cafés, shops and tourists.
French high-end in Yerevan
The project’s backers see it as a milestone for cultural and business ties between France and Armenia. They also want to tap into the growth of premium hospitality and services in the country. Prices and opening hours have not yet been announced.
Analysis
Ladurée in Yerevan is first of all a symbol. An iconic name in Parisian pastry is choosing Armenia, where France enjoys strong goodwill. For the Armenian diaspora in France, the nod is obvious. But it is also a commercial bet: luxury gourmet products target wealthy customers and tourists in a country where purchasing power remains modest. Success will depend on pricing and on the ability to keep several locations going. Food lovers, meanwhile, are mostly waiting for the opening date.
Possible consequences
The opening date of the Abovyan Street salon has yet to be announced. Further locations are planned in Armenia.
