French patissier Ladurée is opening its first Irish concession shop and tea room this week at the junction of South William Street and Wicklow Street in Dublin where it expects its famous macaroons to a become something of an obsession among the sweet-toothed.

The franchise is to be operated by businessman John Collins who has taken over the lease of the high-profile premises, which previously traded as the Meet and Meat café.

A private investor recently bought the building for more than €2 million, well above the €1.4 million originally sought for it by selling agent Knight Frank. The previous tenant, Cassidor Ltd, had paid a rent of €70,000 for the 170sq m (1,830sq ft) available at ground and basement levels.

BT concession

Ladurée operates a concession in Brown Thomas and several more in London including one in Harrods and others in Mayfair and the City. The macaroons are made by Ladurée in Paris where the company has been in business since 1862.

Chairman of Ladurée David Holden said the brand was much loved by the |Irish customer.

“Our new retail store and tea room gives us an opportunity to build an even closer relationship with Ladurée customers. Our intention is to bring a lot more of what the Ladurée brand can offer to Ireland.”

The first phase of the new business will be based on the signature collection of macaroons in their attractive packaging along with lines of Viennoisieries. In January the shop will open its tea room where company chefs will offer a menu of sweet and savoury dishes