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The 142-year-old Antwerp bakery Goossens is embarking on a new chapter under new ownership. For customers, little will change: the Goossens name, the store, and the familiar recipes and products will all remain the same.
Build on what generations have created
Since 1884, Bakery Goossens has been a fixture on Korte Gasthuisstraat in Antwerp. Now, the family business is passing into the hands of Ann Goetgebuer-Painblanc and Maxim Painblanc, the entrepreneurs behind Philip’s Biscuits. The acquisition took effect on September 1 and includes both the business and the historic building where the bakery has been located for generations
The new owners want to build on what generations of Goossens have created: a unique bakery with a character all its own, a loyal clientele, and a reputation that extends far beyond Antwerp’s city limits—not least thanks to the legendary “roggeverdommekes” (a traditional Antwerp rye roll with raisins and currants, ed.). Bakery Goossens will not become a branch or extension of Philip’s Biscuits, but will continue to exist as a separate company, with its own name, character, and way of working. Production will also remain where it belongs today.
Family ties remain
For outgoing manager Patrick Goossens, it was important that his life’s work ended up in the hands of a family that understands what an artisanal family business means and shares the same care for the product, people, and tradition: “Above all, I wanted to find people who understand what craftsmanship means and have respect for what has been built up here over generations. With Ann and Maxim, that’s exactly how it felt.”
He himself is passing the torch completely. However, the family connection remains: his niece Laura Goossens will continue to be involved in part of the day-to-day operations. In an interview with RetailDetail in late 2024, she spoke about her passion for the family business and, in particular, for producing speculaas around Sinterklaas using the original speculaas molds. “My biggest dream is to be able to continue this business in an authentic and productive way, just as we’ve been doing for 140 years,” she said at the time.
