The trendy Parisian bakery chain Copains is opening its first Brussels branch this week, but under a different name. Following a dispute with a Walloon competitor also called Copains, which already owns the brand name in the Benelux, the French bakery picks the name Copines in Belgium.
Four openings planned
The move avoids a legal battle: the Walloon Copains, founded in 2020 and specializing in bread for large-scale distribution, had threatened to go to court. The name change to Copines is a nod to the chain’s female customers and employees, according to the company.
The French start-up, founded by Giovanni Amico and Baptiste Borne – both former employees of luxury group LVMH – is planning four openings in Brussels. The concept targets an audience looking for healthy alternatives. Amico and Borne, who met at fashion house Céline, entered the food sector after each discovering food intolerances – one to gluten, the other to lactose. Their bakery stands out with a completely gluten-free range, based on buckwheat, chestnut, quinoa, and rice.
