What St Michel does

St Michel is a French biscuit and patisserie manufacturer founded in 1905, headquartered in Le Controis en Sologne (Contres), France, and operating as ST MICHEL BISCUITS SAS under the St Michel Holding group. The company produces a broad portfolio of branded baked goods — Madeleines, Galettes, Doonuts, Doomino, Crêpes Bretonnes, Brownies, Savaroises, Amandines, Tam Tam, Tronches de Cake, and Cocottes — across 8 owned French production sites and 1,800 direct employees. Manufacturing expertise centers on traditional French patisserie, with palm oil-free recipes maintained for over 10 years and French wheat flour as a baseline ingredient, supported by 82% recyclable packaging with a 100% target by 2025.

St Michel sells through a multi-channel go-to-market: direct-to-consumer e-commerce (boutique.stmichel.fr), a dedicated B2B professional platform (stmichelpro.fr) serving hotels, restaurants, caterers, and businesses, bulk sales programs for parent associations (APE) and works councils (CSE) with tiered 15-25% volume discounts, and a physical Atelier/Points de Vente retail and workshop network. Retail pricing ranges from €1.35 to €37.30 per SKU. The company maintains sub-brands including L'Atelier St Michel (premium artisan line) and organic variants such as Madeleines moelleuses BIO, and operates an international website (stmichel.com). Customer-facing technology is limited to standard e-commerce (PrestaShop), marketing analytics (Google Analytics, Facebook Pixel, TikTok pixels), and customer support (Intercom).

Revenue mechanics rely primarily on unit-priced packaged food sales through these channels, supplemented by association/CSE commissions and premium sub-brand pricing. The company is privately held under St Michel Holding with wholly owned operating subsidiaries (St Michel Biscuits, St Michel Services, St Michel Magasins), has no disclosed external funding, and serves primarily the French market with limited stated international footprint.

Name

St Michel

Legal name

ST MICHEL BISCUITS SAS

Website

https://stmichel.fr

Company type

Private

Founded year

1905

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

St Michel is a 1905-founded French biscuit and patisserie manufacturer producing Madeleines, Galettes, Doonuts, and related baked goods across 8 French production sites, selling direct-to-consumer, to B2B professionals, associations, works councils, and through its own retail Ateliers.

Ownership category

akta.pro rank

Product category

French biscuits and pastries manufacturing

NAICS

Bakeries and Tortilla Manufacturing (3118), Commercial Bakeries (311812), Baked Goods Retailers (445291)

SIC

Bakery Products (2050), Cookies & Crackers (2052), Sugar & Confectionery Products (2060)

akta.pro primary industry

Patisseries & Viennoiserie (French-Style) (THAFAFAB)

akta.pro secondary industries

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA), Patisseries & Dessert Boutiques (CRAHAGAB)

Keywords

• French biscuits manufacturing
• Madeleines and cakes
• Industrial bakery products
• Confectionery production
• Patisserie manufacturing

Headquarters

HQ city

Contres

HQ country

France

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. E-commerce Retail Sales: Direct-to-consumer online sales through boutique.stmichel.fr, selling individual products at retail prices with home delivery in France
2. Association and CSE Bulk Sales: Bulk/order sales to associations (APE) and works councils (CSE) with tiered volume discounts (15-25% rebates based on order value), offering Franco de port free shipping over €150
3. Professional B2B Sales: B2B sales to professionals through dedicated platform stmichelpro.fr
4. Physical Retail Stores: Direct sales through company-owned retail stores (Ateliers/Points de Vente) including workshop visits and educational programs

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

St Michel manufactures and sells French biscuits, madeleines, galettes, cookies, donuts (Doonuts), brownies, crêpes bretonnes, and other confectionery products across 8 production sites in France. The company operates dedicated e-commerce (boutique.stmichel.fr), B2B professional (stmichelpro.fr), and association/works council (CSE/APE) sales channels, complemented by company-owned retail outlets (Ateliers) and workshop experiences.

Product overview

St Michel is a French biscuit manufacturer founded in 1905, offering a diverse portfolio of iconic French baked goods. The product lineup centers on Madeleines (available in nature, chocolate, heart-fill, and reduced-sugar variants), Galettes (butter cookies in multiple formats), Doonuts, Doomino, brownies, crêpes bretonnes, and specialty items. The company operates B2C e-commerce through boutique.stmichel.fr and boutique platforms for APE/association fundraising and CSE (employee committee) bulk sales. L'Atelier St Michel serves as a premium sub-brand. Key differentiators include French manufacturing, palm oil-free recipes, and use of French wheat flour.

Differentiator

Problem solved

Functional benefit

Brands

• L'Atelier St Michel: Premium artisanal pastry line featuring exclusive recipes including crêpes Bretonnes.

Quantifiable outcome

• 82% recyclable packaging - targeting 100% by 2025

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

One partnership is on record.

• STJOHN'S AgencyminorImplementation/ SI/ Consulting PartnerCreative and graphic design agency responsible for the conception, graphic creation, and realization of the St Michel website (www.stmichel.fr). Located at 1 Rue Lafaurie de Monbadon, 33000 Bordeaux.

Scale indicators4 records

Recent moves2 records

Expansion highlights6 records

Direct peers

• Brioche Pasquier: Major French industrial bakery group producing viennoiseries, biscuits, madeleines and packaged cakes across multiple French plants — directly comparable in product mix (madeleines, brioche, patisserie), French manufacturing footprint, and multi-channel retail distribution.
• Biscuits Poult: Independent French biscuit manufacturer producing cookies, madeleines and waffles with multiple French production sites — a close mid-sized peer in terms of product mix, independent ownership, French manufacturing base, and retail/private-label exposure.
• Délifrance (Bridor Group): French viennoiserie and patisserie specialist producing croissants, pains au chocolat and madeleines for B2B foodservice, retail and export. Comparable in French manufacturing heritage, patisserie product range, and significant B2B foodservice channel exposure.
• La Mère Poulard: Historic French biscuit and galette brand famous for butter galettes and sablés, selling through branded retail boutiques and export channels. Comparable in French heritage, butter-cookie core product, and direct retail/visitor experience positioning.
• Bahlsen: German premium biscuit and wafer manufacturer producing Pick Up, Leibniz, and butter cookies. Directly comparable in premium-branded packaged biscuits with strong national heritage identity, multi-country distribution, and adjacent product extensions.
• Loacker: Italian/Austrian family-owned wafer and biscuit maker with a clean-label positioning (no hydrogenated fats, regional sourcing). Comparable in family-owned heritage, premium-branded packaged biscuits, and quality/ingredient-led differentiation strategy.

Broad incumbents

• LU (Mondelez International): Heritage French biscuit brand now part of Mondelez, producing Petit Beurre, Pépito and similar mass-market biscuits. Directly overlaps on French retail shelf for biscuits and cookies, but operates at vastly greater scale as part of a global snacking conglomerate.
• Bonne Maman (Andros Group): Iconic French premium-branded bakery and preserves producer (cookies, madeleines, tartlets) under the Andros Group. Comparable in French heritage positioning and premium patisserie product range, but with a broader grocery portfolio spanning jams and dairy.
• Belin (Mondelez International): French cracker and savory biscuit brand owned by Mondelez, including Croustilles and Monster Munch. Comparable as a French-manufactured biscuit/snack portfolio sold through identical grocery channels, though focused on savory rather than sweet patisserie.

Regional players

• Mulino Bianco (Barilla Group): Italian biscuit and patisserie brand owned by Barilla with a comparable portfolio of cookies, shortbreads, and snack cakes. Analogous in family/heritage positioning and sweet-bakery product architecture, but operating in Italy rather than France.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/embed/XzVNmqMy1h0
• Facebookfacebook.com/StMichel
• Instagraminstagram.com/stmichel
• TikToktiktok.com/@stmichel
• Xx.com/stmichel

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about St Michel