Henri Charpentier
Henri Charpentier is a Japanese premium pastry brand founded in 1969, best known for its signature Guinness-record financier. It operates 90+ domestic stores and 10 overseas locations across Singapore and Thailand, serving individual gift buyers, corporate clients, and travelers through retail, e-commerce, and airport channels.
- Company typePrivate
- Founded1969
- HeadquartersBan Khlong Sai, Thailand
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Henri Charpentier does
Henri Charpentier is a Japanese premium confectionery brand founded in 1969 in Ashiya, Hyogo Prefecture, operated by private holding company SUZETTE Co. Ltd. (シュゼット・ホールディングス). The company is best known for its signature financier, first launched in 1975 and recognized by Guinness World Records as the world's top-selling financier for seven consecutive years (2015-2022). Its product portfolio spans baked goods (financier, madeleine, sablé cookies, langue de chat), fresh cakes, seasonal tarts and mousses, an innovative cake-inside-ice-cream line, and regional specialties such as the Ebisu Financier offered at Nishinomiya Shrine. The brand serves individual gifting consumers, corporate buyers, travelers at airport/station outlets, and international customers primarily in Singapore and Thailand.
The company's technical differentiation rests on craft-based proprietary processes rather than technology platforms: in-house grinding of California almonds (Marcona and Fritz varieties) within 10 minutes of mixing to preserve aroma, original fermented butter made from Hokkaido Nemuro and Kushiro raw milk using French traditional pre-fermentation, and a vertically integrated Japanese Chocolate Team supply chain that runs from a Japanese-operated cacao farm in Uganda through Osaka-based direct-fire roasting to finishing by a World Pastry Cup champion chef. Multiple company chefs have won or placed in the Coupe du Monde de la Pâtisserie (2017 win, 2019 runner-up, 2023 World No.1), making talent itself a core ingredient.
Revenue is generated through three primary streams: one-time retail sales at 90+ owned salons and stores across Japan plus 10 overseas locations; direct-to-consumer e-commerce via the Suzette online store (suzette-shop.jp) with nationwide delivery, online reservation, and in-store pickup; and corporate/B2B gift services including noshi wrapping, message cards, and bulk orders. Pricing follows a unit-pricing model across multiple SKU sizes (¥540 to ¥5,400 tax-inclusive ranges), with seasonal limited editions and event-driven campaigns driving demand peaks. Marketing is multi-channel across owned website, Instagram, LINE, X, Facebook, an official Yappli-based app, and earned media on Japanese TV and print outlets.
Henri Charpentier firmographics
Firmographics- Name
- Henri Charpentier
- Legal name
- 株式会社シュゼット・ホールディングス (SUZETTE Co. Ltd.)
- Website
- https://henri-charpentier.com
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Henri Charpentier is a Japanese premium pastry brand founded in 1969, best known for its signature Guinness-record financier. It operates 90+ domestic stores and 10 overseas locations across Singapore and Thailand, serving individual gift buyers, corporate clients, and travelers through retail, e-commerce, and airport channels.
- Ownership category
- akta.pro rank
Henri Charpentier industry classification
Industry- Product category
- Premium Confectionery / French-Style Baked Goods
- NAICS
- Commercial Bakeries (311812), Retail Bakeries (311811), Baked Goods Retailers (445291)
- SIC
- Bakery Products (2050), Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Patisseries & Viennoiserie (French-Style) (THAFAFAB)
- akta.pro secondary industries
- Patisseries & Dessert Boutiques (CRAHAGAB), Cake Shops & Custom Celebration Cakes (THAFAFAC), Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)
Keywords
Where Henri Charpentier is headquartered
LocationHeadquarters
- HQ city
- Ban Khlong Sai
- HQ country
- Thailand
- HQ region
- Asia
Offices3 records
Markets served
Henri Charpentier business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Store Sales: One-time product sales of baked goods (financier, madeleine, tart, cookies), fresh cakes, and seasonal limited items at 90+ physical salon and store locations across Japan and internationally.
- E-commerce / Online Shop: Direct-to-consumer online sales through the Suzette online store (suzette-shop.jp) for nationwide delivery, including reservation and in-store pickup services.
- Gift / Corporate Orders: Corporate gift services including gift wrapping, noshi (ceremonial gift wrapping), message cards, and bulk corporate orders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Classic Financier — 3 to 16 pieces |
| Unit Pricing | Pay-as-you-go | Tarte Fruits Assortment S/M/L (seasonal) |
| Unit Pricing | Pay-as-you-go | Terrine de Fruits Assortment S to LL |
| Unit Pricing | Pay-as-you-go | Ebisu Financier — 4 to 15 pieces |
| Unit Pricing | Pay-as-you-go | Henri Cake Ice — single size |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
Henri Charpentier product offering
Product offeringCore offering
Henri Charpentier is a Japanese premium confectionery brand that manufactures and sells French-style baked goods led by its signature financier (7-time Guinness World Record holder), along with madeleines, tarts, fresh cakes, mousses, seasonal limited editions, and innovative products like cake-ice-cream hybrids. The company distributes through 90+ retail salons across Japan, e-commerce, mobile app ordering, overseas stores in Singapore and Thailand, airport kiosks, and provides corporate gift services with custom packaging.
Product overview
Henri Charpentier is a Japanese pastry brand offering a diverse portfolio centered on its signature financier (フィナンシェ), first launched in 1975. The product line includes baked goods (financier, madeleine, cookies, tarts), fresh cakes, seasonal limited editions, and innovative products like cake ice cream. The company operates over 90 stores across Japan and overseas (Singapore, Thailand, Taiwan), with salon locations in Ashiya (headquarters), Ginza, and Sakagura-dori offering dine-in dessert experiences. Services include online shop, cake reservation system, smart pickup, and gift wrapping services.
Differentiator
Problem solved
Functional benefit
Brands
- C3 (シーキューブ): Another confectionery brand operated by SUZETTE Co. Ltd.
- CASANEO (カサネオ)
- BEAN to FINANCIER
- HANARE (京・匠抹茶)
- CHOCO.LA.POOL
- えびすフィナンシェ
Products and services
- Financier (フィナンシェ) Henri Charpentier's signature French-style almond cake, made with California almonds (Marcona and Fritz varieties) ground in-house immediately before mixing, and using original fermented butter from Hokkaido Nemuro and Kushiro region raw milk. The product has been recognized as the world's best-selling financier, achieving 7 consecutive Guinness World Records (2015-2022). Available in 3-piece (¥540), 5-piece (¥897), 8-piece (¥1,350), and 16-piece (¥2,700) tax-inclusive packs.
- Sweet Summer Orange Financier (甘夏フィナンシェ) Limited edition seasonal financier featuring sweet summer orange (甘夏) juice pressed fresh near the orchard, using non-heated and unsterilized whole-pressed juice to preserve freshness and flavor.
- Ebisu Financier (えびすフィナンシェ)
Quantifiable outcome
- 7 consecutive years as world's top-selling financier by units and revenue (Guinness World Records)
- +3 more outcomes
Companies that use Henri Charpentier
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Henri Charpentier technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Henri Charpentier partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor, core and flagship.
- アスクル株式会社 (ASKUL Corporation)minorThird collaboration product — 'Shiawase Sablé 3-piece' in eco-friendly packaging launched May 2026. ASKUL provides distribution and product development partnership for environmentally conscious confectionery.
- Farm of Africa (岡野あさみ)coreJapanese farmer Asami Okano operates a cacao farm in Uganda, producing high-quality cacao beans. Her farm creates employment for 50-80 local workers. Henri Charpentier sources these beans for the Japanese Chocolate Team's chocolate products (Osaka Cacao, Financier au Chocolat).
- Team Cacao 大阪カカオアトリエcoreOsaka-based chocolate atelier that processes Ugandan cacao beans sourced from Farm of Africa. Uses direct-fire roasting of whole beans (rather than post-grinding roasting) and minimizes processing time from roasting to finished chocolate to preserve freshness.
- ANA FESTA株式会社minorJoint development of airport-exclusive baked donut 'Banana-na' using surplus bananas from ANA Foods. Product launched February 2023 as part of SDGs Goal 12 (Responsible Consumption and Production).
- 北海道コンサドーレ札幌 (Consadole Sapporo)coreSweets Action initiative — a joint project between Henri Charpentier, Vissel Kobe, and Consadole Sapporo to support frontline medical workers through sweets donations and sporting events.
- ヴィッセル神戸 (Vissel Kobe)flagshipHenri Charpentier has served as an official sponsor of J1 League football club Vissel Kobe since 2016 (4 consecutive seasons as of 2019, with the 2019 season marking the 5th). The partnership includes branding on the back of team uniforms and joint Sweets Match events supporting medical workers and disaster relief.
- 一般財団法人シュゼット財団 (Suzette Foundation)coreFoundation established February 2019 by Suzette Holdings (President: Arida Tsuyoshi) to support confectionery industry development and youth education through sports culture. Has certified and supported 45+ confectionery students as scholarship recipients. Henri Chocolat Aid charity donates 1.5% of sales to this foundation.
- 京都御所南チョコレート研究所 (Kyoto Gosho Minami Chocolate Research Institute)minorJoint chocolate research institute established with company Technical Advisor Kakimoto Akihiro to develop new Japanese chocolate confectionery products.
- クリストフ・フェルデール (Christophe Felder)minorFrench pastry chef and Technical Advisor to Henri Charpentier who conducted technical training workshops for aspiring confectionery students, sharing internationally applicable skills and sensibility.
- 西宮神社 (Nishinomiya Ebisu Shrine)coreMonthly offerings of 'Ebisu Financier' as a dedicated offering at the shrine's monthly 'Shunjun Festival' (旬祭). Henri Charpentier's factory is located near the shrine. The Ebisu Financier is also given as prizes to Fortune Men (福男) at the annual 'Toka Ebisu' festival. The product is made with Hokkaido DNagomikotobuki red beans.
Scale indicators5 records
Recent moves8 records
Expansion highlights5 records
Henri Charpentier competitors and assessment
Company assessmentEmerging players
- Dominique Ansel Bakery Japan: Dominique Ansel operates premium French-Japanese pastry cafés in Tokyo (Aoyama, Tokyo Midtown, etc.) with comparable French-trained chef credentials, premium café/salon experience, and innovative product development (Cronut) — overlapping with Henri Charpentier in French pastry heritage and salon format, but with a more limited footprint.
Direct peers
- LeTAO: LeTAO is a premium Japanese confectionery brand (Double Fromage cheesecake and related sweets) with comparable premium positioning, strong gifting-channel distribution in Japan and Asia, and a heritage brand identity that drives tourist/airport sales — closely paralleling Henri Charpentier's premium, gift-anchored model.
- Patisserie Toshihiko Yoroizuka: Toshihiko Yoroizuka is a renowned Japanese-French pastry chef operating premium salons in Tokyo (Midtown, Fukasawa) with comparable French-trained craft, high-end pricing, and salon-only distribution — directly comparable as a competitor in Japan's ultra-premium pastry segment.
- Pierre Hermé Paris: Pierre Hermé Paris operates luxury French patisseries in Japan (Aoyama, Ginza, etc.) with comparable macarons, pastries, and chocolates at premium prices. Overlaps with Henri Charpentier in French heritage, salon/retail format, premium gifting positioning, and competitive presence in Japan's luxury confectionery market.
- Yoku Moku: Yoku Moku is a premium Japanese baked goods brand best known for its langue de chat cookies and cigar cookies, with a similar premium gifting positioning, multi-channel distribution (department stores, retail, online), and focus on Japanese consumers seeking high-quality confections for gifting occasions — directly comparable to Henri Charpentier's financier-led portfolio.
- Sadaharu Aoki: Sadaharu Aoki is a French-trained Japanese patissier operating premium pastry boutiques in Tokyo and Paris, specializing in French-Japanese fusion cakes, chocolates, and macarons — a direct peer in the French-style premium Japanese pastry category with comparable artisan credentials and salon/retail distribution.
Regional players
- Maison Kayser Japan: Maison Kayser is a French artisanal bakery chain with extensive Japan operations (~80 stores), directly comparable in French-style baked goods DNA (viennoiserie, breads, pastries) and Japan-centric retail/salon distribution — overlapping with Henri Charpentier in French heritage and Japanese market focus, though more café/bread oriented than gifting.
Broad incumbents
- La Maison du Chocolat: La Maison du Chocolat is a French luxury chocolate brand with boutiques in Japan, comparable to Henri Charpentier in French heritage, premium gifting positioning, and boutique retail format — though focused exclusively on chocolate rather than baked goods.
- Godiva Japan: Godiva is a global premium chocolate brand with a substantial Japan retail presence (department stores, train station outlets, dedicated boutiques). Comparable to Henri Charpentier in premium gifting positioning and multi-channel distribution, but specializing in chocolate rather than French-style baked goods.
- Lindt Japan: Lindt is a global premium Swiss chocolatier with extensive Japan retail and gifting distribution. Comparable to Henri Charpentier as a premium gifting confectionery competitor in department stores and airports, though focused on chocolate pralines rather than French baked goods.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Henri Charpentier social profiles
Digital presenceHenri Charpentier financial estimates
Financial estimateRevenue estimate
Valuation estimate
Henri Charpentier leadership team
Management profileNumber of profiles
Profiles4 records
Henri Charpentier subsidiaries and ownership
Company hierarchySubsidiaries1 record
Henri Charpentier funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Henri Charpentier M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Henri Charpentier
What does Henri Charpentier do?
Henri Charpentier is a Japanese premium confectionery brand that manufactures and sells French-style baked goods led by its signature financier (7-time Guinness World Record holder), along with madeleines, tarts, fresh cakes, mousses, seasonal limited editions, and innovative products like cake-ice-cream hybrids. The company distributes through 90+ retail salons across Japan, e-commerce, mobile app ordering, overseas stores in Singapore and Thailand, airport kiosks, and provides corporate gift services with custom packaging.
Is Henri Charpentier a public or private company?
Henri Charpentier is a private company. It is classified as family owned and is currently operating.
When was Henri Charpentier founded?
Henri Charpentier was founded in 1969. It employs 1 to 10 people.
Where is Henri Charpentier based?
Henri Charpentier is headquartered in Ban Khlong Sai, Thailand, in the Asia region.
How does Henri Charpentier make money?
Three revenue lines are on record. Retail Store Sales are the primary driver. The others are E-commerce / Online Shop and gift / Corporate Orders.
Who are Henri Charpentier's main competitors?
Dominique Ansel Bakery Japan is listed as an emerging player. Direct peers are LeTAO, Patisserie Toshihiko Yoroizuka, Pierre Hermé Paris, Yoku Moku and Sadaharu Aoki. Maison Kayser Japan is listed as a regional player. Broad incumbents are La Maison du Chocolat, Godiva Japan and Lindt Japan.
Does Henri Charpentier have an API?
No public API is recorded for Henri Charpentier.
What industry is Henri Charpentier in?
Henri Charpentier's product category is Premium Confectionery / French-Style Baked Goods. Its primary akta.pro industry code is THAFAFAB, Patisseries & Viennoiserie (French-Style), with a secondary code of CRAHAGAB, Patisseries & Dessert Boutiques. Its NAICS code is 311812 and its SIC code is 2050.