Success story: Benjamin Devos, founder of the "Comptoirs de France Bakery, Fapai 1855" shops

We deliver to the four corners of China

How did the idea of setting up French bakeries and patisseries in Beijing come about?

Benjamin Devos - It was 2003, I'd just finished hotel management school in Lausanne and was doing a work placement in a Beijing hotel. I realised that quality bakeries were sorely lacking. So I went back to Europe, worked for Le Pain Quotidien for a few months to learn the ropes, tried my best to find funding and, as soon as I had some money together, I went back to Beijing.

Was it easy to set up?

B. D. - I arrived in autumn 2005 and a few months later the WOFI (wholly owned foreign enterprise) was launched, allowing foreign entrepreneurs to own their business outright. I opened my first boutique in Beijing, in an area popular with expatriates. At first, they made up 90 % of my clientele. Now 60 % of my customers are Chinese. And I supply around fifty hotels, including the Shangri-La and the Ritz-Carlton.

What was the key to your success?

B. D. - Importing over 80 % of ingredients from France, from chocolate bars to fruit compotes. And perhaps also because I started very early, before Paul or Kayser, who didn't stay in China. Today, we have 15 shops in Beijing and Tianjin, but the idea is not to open more. On the contrary, we're banking on online sales, which are booming in this country. And we deliver to the four corners of China in less than 48 hours, using systems that enable us to keep our products fresh. We also supply all Air France flights departing from Beijing, not only with bread but also with pastries for business and first class passengers.

www.fapai1855.com.cn