Ahead of its much-anticipated Belgian debut, the Parisian luxury bakery group Copains has announced it will rebrand as Copines Paris after a naming dispute with a Walloon bakery of the same name.
Earlier this month, the French bakery revealed plans to open four stores in Brussels starting in late October, offering a range of gluten-free and vegan products to customers intolerant to wheat.
However, the name “Copains” was already registered by a Walloon bakery established in 2020. The company, operating under the same name, supplies major retailers such as Delhaize, Carrefour, Spar, and Intermarché, with over €12 million in revenue and products available in more than 200 stores across Belgium.
The Walloon bakery expressed frustration after learning about the French group’s expansion plans. “Consumers and distributors are completely lost. There is a risk of confusion and dissonance,” said Olivier de Cartier of the Walloon Copains, in comments to L’Echo.
To resolve the matter, the French company opted for an amicable solution — a rebrand. Adopting the feminine form “Copines,” which also means “friends” in French, the group announced that its Belgian stores will open under the new name.
“With the name Copains already existing in Belgium, we chose, with respect and kindness, to develop our history,” Copines Paris said in a social media statement.
Despite being founded by two men, Giovanni Amico and Baptiste Borne, the bakery paid tribute to the women behind its growth. “Thank you to all these inspiring women for lending their voice, sight, and light,” the founders wrote. “Behind Copains, there are lots of Copines.”
Copines Paris will launch its first Belgian store on 23 October at Marché aux Herbes in Brussels’ historic Îlot Sacré district. The second outlet will open near Avenue Louise on Rue Jean Stas, while a third — a production workshop — will operate on Chaussée de Charleroi.
A fourth and flagship location is planned for Ixelles, set to open in December or early 2026, on the newly renovated Place du Châtelain.
The bakery will offer a range of gluten-free breads, pastries, and sweets, produced mainly in France, with the exception of its signature waffles, which will be locally made in Brussels.
Copines Paris’ arrival marks a growing demand for gluten-free options in the Belgian capital, joining Chambelland, the city’s first dedicated gluten-free bakery located near Bois de la Cambre.
With its elegant rebranding and ambitious expansion plan, Copines Paris is set to make a refined and friendly entry into Brussels’ thriving bakery scene.
