What Wittamer does

Wittamer is a Brussels-based artisanal patisserie founded in 1910 by Henri Wittamer, producing and retailing luxury chocolates, French-Belgian pastries, viennoiseries, savory creations, and bespoke catering through three company-owned boutiques in Brussels (Place du Grand Sablon 12, Rue Edith Cavell 22 in Uccle, and Chaussée de Waterloo 1359A in Fort Jaco) alongside a 23-boutique franchise network in Japan operated in partnership with the Edelweiss Group since 1990. The current catalog centers on signature heritage items — the Lingot d'Or (1955), Macaron Speculoos (1980), and Samba (1986, 1st Prize at the Valrhona International Competition, re-released January 2025) — augmented by chocolate assortments (Carre 9/15/25/50 from €15-€76, Ballotin from €33.20-€66.50), viennoiseries (Croissant €2.20, awarded Croissant d'Or 2024), individual pastries (€4.60-€6.60 for an éclair), sandwiches, quiches, salads, and event pieces up to €260. Technology is traditional French-Belgian artisan production; there is no proprietary software platform, API, AI/ML layer, or mobile app. Distribution channels include the three Belgian storefronts, a consumer e-commerce site with Click & Collect and next-day courier delivery, an email newsletter funnel, PR handled by agency Louchebem, and the Japan franchise.

The business operates across three revenue streams: (1) unit-priced retail product sales through the boutiques and direct e-commerce; (2) one-off catering/traiteur commissions for corporate and private events (Baby Sandwiches x12 €45, Zakouskis x24 €46, Brioche Surprise €80-€95, crocodile/turtle decorative breads €260); and (3) royalty and licensing revenue from the Wittamer Japan operation. The principal customer segments are individual premium consumers buying patisserie, viennoiserie, and chocolate boxes for personal enjoyment, gifting, and special occasions, and event organizers requiring high-end catering. Pricing is positioned firmly in the luxury tier with all prices VAT-inclusive. There are no named enterprise customers and no revenue concentration disclosure; financial figures are not publicly reported.

The company is currently mid-transition. Originally family-owned across four generations of the Wittamer family, it was sold to an investor group in 2021 (legal entity Pâtisserie Wittamer & Co, a Belgian Société Anonyme). In August 2024, Christophe Museur (Meilleur Artisan Chocolatier 2012, ex-Neuhaus for nearly nine years) was recruited as Director of Chocolate Production and Creation. In January 2025, Laurent Baert, former Director General of Carrefour, was appointed Administrateur délégué to lead transformation and expansion. Recent operational leadership also includes Giuseppe Floridia (Pâtisserie & Traiteur, ex-Villa Lorraine Michelin-starred) and Bruno Basominger (Bakery & Viennoiserie, ex-Maison Kayser). Headcount is reported in the 11-50 range; the company holds a Royal Warrant (Fournisseur Breveté de la Cour de Belgique, granted 2000) and a GDPR-compliant data controller designation.

Name

Wittamer

Legal name

Pâtisserie WITTAMER & co

Website

https://wittamer.com

Company type

Private

Founded year

1910

Operating status

Operating

Headcount range

11–50 employees

Short description

Wittamer is a Brussels-based artisanal patisserie founded in 1910 that produces and retails luxury chocolates, pastries, viennoiseries, savory creations, and bespoke catering through three Belgian boutiques, a Japan franchise network of 23 stores, and direct e-commerce.

Ownership category

akta.pro rank

Product category

Luxury Artisanal Patisserie and Chocolates

NAICS

Chocolate and Confectionery Manufacturing (31135), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)

SIC

Sugar & Confectionery Products (2060), Food And Kindred Products (2000)

akta.pro primary industry

Patisseries & Viennoiserie (French-Style) (THAFAFAB)

akta.pro secondary industries

Chocolate & Confectionery Shops (THAFAGAD), Patisseries & Dessert Boutiques (CRAHAGAB), Chocolate & Confectionery Patisseries (Bonbons, Truffles, Macarons) (THAFAFAL)

Keywords

• Artisanal patisserie
• Luxury chocolates
• Belgian confectionery
• Viennoiseries bakery
• Event catering traiteur

Headquarters

HQ city

Brussels

HQ country

Belgium

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Direct sales of chocolates, pastries, viennoiseries, and savory creations through owned boutiques and online ordering with delivery/Click & Collect.
2. Catering/Traiteur Services: Event catering including custom presentations (brioche surprise, crocodile, turtle-shaped breads) and platter services for celebrations.
3. Franchise/Japan Operations: Royalties and partnership revenue from Wittamer Japan operations, with 23 boutiques across Japan managed through partnership with Edelweiss group.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Wittamer is a Belgian artisanal patisserie and chocolatier that produces and retails luxury chocolates, pastries, viennoiseries, savory creations, ice creams, sorbets, and event catering products. The company operates three retail boutiques in the Brussels area, sells online with Click & Collect and next-day courier delivery, and licenses its brand through 23 boutiques in Japan via the Edelweiss Group. Signature creations include the award-winning SAMBA cake, the LINGOT D'OR, and the MACARON SPECULOOS.

Product overview

Wittamer is a traditional Belgian artisanal patisserie founded in 1910 in Brussels, offering a unified portfolio of luxury chocolates, pastries, viennoiseries, and savory creations. The product range centers on signature chocolate boxes (CARRE 9, 15, 25, 50 and BALLOTIN), classic pastries (ECLAIR AUX FRAMBOISES, MERVEILLEUX, OPERA, PARIS BREST), award-winning creations (SAMBA cake and LINGOT D'OR), artisanal viennoiseries (CROISSANT, CRAMIQUE, PAIN SANDWICH), and traiteur offerings (sandwiches, quiches, catering platters). The company operates as a single unified patisserie brand without a platform architecture, serving customers through physical boutiques and e-commerce.

Differentiator

Problem solved

Functional benefit

Products and services

• CARRE 25 (chocolate assortment) An assortment of 25 signature chocolates mixing ganaches and pralinés with varied flavors including CAPPUCCINO, CŒUR FRAMBOISE, DÔME PASSION, DÔME YUZU, EARL GREY, and others.
• BALLOTIN (chocolate assortment) A refined assortment of Wittamer chocolates mixing ganaches and pralinés with varied flavors.
• ECLAIR AUX FRAMBOISES Choux pastry filled with pistachio pastry cream and pistachio praliné, accompanied by raspberries and whipped cream.
• MERVEILLEUX Light meringue filled with fresh cream, delicately coated with dark chocolate flakes for an airy and melting texture.
• CROISSANT Distinguished at the Croissant d'Or 2024, this exceptional croissant features remarkable fine layering, light and melting texture, and delicately caramelized butter notes.
• SAMBA (signature cake) The famous cake created by Wittamer, rewarded in 1986 with 1st Prize at the international Valrhona competition. Composed of dark and milk chocolate mousses, an almond cocoa biscuit and a delicate glaze.
• LINGOT D'OR (signature cake) Fine puff pastry filled with delicate fruit salad on diplomat cream, associated with a duchess biscuit soaked in raspberry coulis and topped with caramelized Italian meringue. Created by Paul Wittamer.
• CARRE 9 (chocolate assortment) A refined assortment of 9 Wittamer chocolates mixing ganaches and pralinés.
• CARRE 15 (chocolate assortment) A refined assortment of 15 Wittamer chocolates mixing ganaches and pralinés.
• CARRE 50 (chocolate assortment) A refined assortment of 50 Wittamer chocolates mixing ganaches and pralinés.
• CRAMIQUE 500GR Iconic brioche specialty with golden crust and incomparable soft crumb, filled with juicy raisins and melting sugar pearls.
• PATE A TARTINER FONDANT Dark chocolate 70% spread made from an exclusive blend of cocoa beans from Madagascar and Santo Domingo.
• PATES DE FRUITS Assortment of fruit pastilles with intense flavors: raspberry, mango, strawberry, lemon, blackcurrant, orange, and passion fruit.
• BRIOCHE SURPRISE (catering) Surprise brioche filled with mini sandwiches of choice including Tomates Mozzarella, Fromage Cressonnette, Americain, Thon, and more.
• MENDIANTS ASSORTIS Assortment of mendiants in milk, dark, and white chocolate, enhanced by the crunchiness of dried fruits.
• SALADE VEGETARIENNE Vegetarian creation celebrating crunchiness and sunshine with iceberg lettuce, broccoli, cauliflower, green beans, radish, carrots, roasted green asparagus, baby courgettes, and cherry tomatoes.
• PAIN SANDWICH Brioche sandwich bread specially designed to enhance all fillings with stringy, light, and incomparably soft texture.
• QUICHE SAUMON FRAIS BROCOLI PARMESAN Generous and refined recipe available in individual or for-4 format, made with salmon, broccoli, and Parmesan.
• MACARON JOY Delicate macaron biscuit filled with a creamy rose petal and lychee mixture, accompanied by whole raspberries. Named in tribute to Joy, Myriam Wittamer's granddaughter.
• PARIS BREST Choux pastry filled with creamy hazelnut cream, enhanced by caramelized hazelnuts for both melting and crunchy texture.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered major and minor.

• Edelweiss GroupmajorChannel Partner/ Reseller/ DistributorPartnership with Edelweiss Group for Japan operations since 1990. Wittamer Japan operates 23 boutiques across Japan, representing significant international expansion for the Belgian patisserie.
• Misterdo (Japan)minorStrategic or Co-development PartnerCollaboration established in 2021 between Wittamer and Misterdo in Japan, marking modern partnership evolution

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/maisonwittamer
• Facebookfacebook.com/lamaisonwittamer

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

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 Wittamer