Broker Bets Merveilleux Will Become the New Cronut
Lauren Elkies Schram Aug. 7, 2014, 2 p.m.
French pastry specialty shop Aux Merveilleux is bringing merveilleux, meringue treats covered with whipped cream, to the West Village, Commercial Observer has learned. It will be the high-end French boulangerie’s first location in the United States.
The bakery signed a 12-year lease for 450 square feet at 37-41 Eighth Avenue at Jane Street, said Bertand de Soultrait, the principal of Bertwood Realty, who represented the tenant and the landlord, RIG Realty, in the deal. The rent is about $400 per square foot.
Aux Merveilleux will not be the first merveilleux shop in Manhattan when it opens in mid-November, but Mr. de Soultrait thinks “it’s going to be a tremendous success in New York.” He added: “This should be replacing the cronut within the next few months [once Aux Merveilleux opens]. It’s very good. It’s very light and very tasty.”
The merveilleux comes in six different flavors and three different sizes: mini, individual and cake.
Aux Merveilleux, which was founded in 1997 in France, has shops throughout Paris and two in London. It hopes to open several other locations in New York City, Mr. de Soultrait said.