Yes, that Louis is buying this Louis, as in L’Ami Louis, the iconic and classic French bistro in Paris. It’s not so out of left field when you realize LVMH is already in the hotel game, with the exquisite Cheval Blanc. There’s clearly something special in the works too in the acquisition of this Parisian legend.

The News: LVMH buys L’Ami Louis

What is L’Ami Louis?

On it’s centennial anniversary, this iconic French Bistro in the heart of the 3rd Arrondissement has won international and local fame for it’s commitment to the French joie de vivre. The newly LVMH French bistro as of yet still only has 12 tables, no website, and an expensive menu. But it still serves the same classic food in large portions and the line is still around the block.

Despite the difficulty getting a table, L’ami Louis delivers what it has for 100 years: authentic and delicious French food. The menu features dishes like roasted chicken, foie gras, escargot, and the skinniest fries you’ve ever eaten. The food is beloved by French elite who willingly fork over nearly $100 for a plate of chicken. Despite boasting the same interiors and white coated waiters for nearly a century, the founding chef Antoine Magnin instilled a commitment to the food. He was said to have “an eagle eye for choosing produce”, and served some of the best meat in Paris.

However, despite being called the best restaurant in Paris, it has also been called the worst, gaining notoriety for it’s exorbitant prices. Known for what can be considered a club-like door, the bistro may also assure you of whether or not you are in fact part of the elite. And reviewers have wondered whether the dingy interiors and paunchy and pretentious businessmen that frequent it are not appetizing enough to make the trip worth it.

And perhaps because so many celebrities have also visited over the years (your favorites including Rosalía, Jenn Aniston, the Beckhams, Brad Pitt, and more), some people think it’s an overpriced tourist haunt. But the humble hundred year-old bistro has earned its stars — interestingly until now, without the backing of established investors. L’ami Louis’ begrudging resistance to change has meant that it has remained the same. But now? Time will tell.

What is LVMH doing?

LVMH famously houses the most iconic French brands including Belmond and Cheval Blanc. The owners of LVMH, The Bernault family might have the highest networth in the world, owning a slew of the world’s most famous brands. On June 20th, they completed their acquisition of the famous newly LVMH French bistro.

LVMH knows that the idea of Paris conjures taste for style and character. However as their high end clientele move their purchasing power from luxury goods to experiences, the company has begun diversifying their portfolio, acquiring lifestyle brands, restaurants and hotels. While we don’t yet know the influence LVMH will have on the French bistro, the company states that they “will work to preserve the unique character and family identity and continue to support its French savoir-faire and expertise”.

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