What Nouvelle Garde does

Nouvelle Garde is a privately held French hospitality group operating a portfolio of traditional French brasseries across France and the United Kingdom. Founded in 2019 in Paris by Victor Dubillot (a Ferrandi-trained chef) and Charly, the group expanded from a single Paris brasserie near Gare du Nord to 10 restaurant locations and 1 signature cocktail bar by 2024–2025, with sites in Paris (5), Neuilly-sur-Seine, Lille, Marseille, Lyon, Bordeaux, and London Chelsea. The group's cuisine centers on 100% homemade, seasonal French brasserie fare, with whole-animal butchery, an in-house charcuterie laboratory at Brasserie Martin, wood-fire hearth cooking at select locations (Bordeaux, London), and direct relationships with regional producers.

The operational model is a multi-site physical retail concept: each brasserie typically seats 90–180 guests indoors plus 40+ terrace seats, with kitchens configured around signature techniques (rotisserie at Brasserie Martin, charcoal at Brasserie Dubillot, wood-fired hearth at Vinatier and Olivia). Ancillary concepts monetize adjacent occasions within flagship sites, including the Grouvie cocktail bar (program designed by World Mixology Champion Jennifer Le Nechet), Le Petit Martin wine bar, and Le Glacier Des Prés ice-cream counter. Technology dependencies are limited to hospitality SaaS: SevenRooms for table reservations, Zenchef for booking data, and Bookingshake/BookAndShake for group-event quote management.

Revenue is generated primarily through on-premise dining (food and beverage transactions, with cash, card, AMEX, and Titre Restaurant accepted), supplemented by group events and full/semi privatizations (channel managed by the dedicated privatisations team), cookbook sales ('Cuisine de Brasserie', €25 TTC, distributed in brasseries, Fnac, and online marketplaces), and branded merchandise sold at Le Bon Marché and forthcoming online shop. The customer base is broad consumer dining plus corporate and private event organizers; the company holds B Corp certification and société à mission status under French law.

Name

Nouvelle Garde

Legal name

NOUVELLE GARDE

Website

https://lanouvellegarde.com

Company type

Private

Founded year

2019

Operating status

Operating

Short description

Nouvelle Garde operates 10 traditional French brasseries plus the Grouvie cocktail bar across Paris, five French regional cities, and London Chelsea. Founded in 2019, the group serves seasonal homemade French cuisine from in-house butchery, charcuterie, and wood-fire kitchens to individual diners and group-event clients.

Ownership category

akta.pro rank

Product category

Restaurant Hospitality

NAICS

Food Service Contractors (72231), Caterers (722320)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Brasseries, Bistros & Trattorias (THAFACAI)

akta.pro secondary industry

Ethnic & Regional Cuisine Restaurants (THAFACAD)

Keywords

• French brasserie restaurants
• Traditional brasserie dining
• Homemade seasonal cuisine
• Group event hosting
• Restaurant group operations

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant dining: Core revenue from food and beverage sales across 11 brasserie locations. Customers pay for meals consumed on-site. Accepts cash, credit card, AMEX, and Titre Restaurant (Monday-Friday lunch only).
2. Group events and privatization: Revenue from private event bookings, group reservations (13+ people), semi-privatizations and full privatizations across all locations. Contact person: Agathe for privatization requests.
3. Cookbook sales: Sale of 'Cuisine de Brasserie' cookbook containing 70+ recipes and culinary anecdotes. Available in all brasseries, Fnac, bookshops, and online marketplaces.
4. Merchandise: Sale of branded merchandise including t-shirts and tableware. Sold at Le Bon Marché and upcoming online shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Nouvelle Garde operates a group of 10 traditional French brasseries across France and London, serving 100% homemade seasonal cuisine prepared from scratch with locally sourced ingredients. The portfolio includes signature locations such as Brasserie Bellanger (Paris 10), Brasserie Dubillot, Brasserie Martin, Brasserie Des Prés (with Grouvie cocktail bar), Brasserie Charlie, Brasserie Campion (Lille), Brasserie Barbotin (Marseille), Brasserie Des Deux Rives (Lyon), Brasserie Vinatier (Bordeaux), and Brasserie Olivia (London Chelsea). Ancillary offerings include group events/privatization, a published cookbook, and branded merchandise.

Product overview

Nouvelle Garde is a French brasserie group operating a portfolio of 10 restaurant locations across France and London. The core offering consists of traditional French brasseries featuring 100% homemade, seasonal cuisine with local sourcing. Individual locations include: Brasserie Bellanger (Paris 10), Brasserie Dubillot (Paris 2), Brasserie Martin (Paris 11), Brasserie Des Prés (Paris 6 with Grouvie cocktail bar upstairs), Brasserie Charlie (Neuilly-sur-Seine), Brasserie Campion (Lille), Brasserie Barbotin (Marseille), Brasserie Des Deux Rives (Lyon), Brasserie Vinatier (Bordeaux), and Brasserie Olivia (London/Chelsea). Ancillary offerings include cocktail bar Grouvie, wine bar Le Petit Martin, ice cream shop Le Glacier Des Prés, a cookbook titled 'Cuisine de Brasserie,' and branded merchandise. The group also offers event privatization services for all locations.

Differentiator

Problem solved

Functional benefit

Brands

• Brasserie Bellanger: First brasserie of La Nouvelle Garde, opened in 2019, located near Gare du Nord in Paris 10th arrondissement.
• Brasserie Dubillot
• Brasserie Martin
• Brasserie Des Prés
• Brasserie Campion
• Brasserie Barbotin
• Brasserie Des Deux Rives
• Brasserie Charlie
• Brasserie Vinatier
• Brasserie Olivia
• Grouvie
• Le Petit Martin
• Le Glacier Des Prés

Products and services

• Brasserie Bellanger The original Nouvelle Garde brasserie located near Gare du Nord in Paris 10th arrondissement. Features retro décor with open kitchen facing the dining room, serving seasonal French cuisine made entirely in-house.
• Brasserie Dubillot Second Nouvelle Garde brasserie located near Porte Saint-Denis in Paris 2nd arrondissement. Features a charcoal-fired kitchen and bold traditional cuisine by Chef Céleste Martin.
• Brasserie Martin Third brasserie located in Paris 11th arrondissement near Square Gardette. Features a rotisserie with 4 spits, double sunny terrace, and an in-house charcuterie laboratory producing signature sausages. Includes Le Petit Martin wine bar.
• Brasserie Des Prés Fourth brasserie nestled along Cour du Commerce in Saint-Germain-des-Prés (Paris 6th arrondissement). Offers 180 indoor seats and 40 terrace places, serving bourgeois French cuisine. Houses the Grouvie cocktail bar on the second floor and Le Glacier Des Prés ice cream counter.
• Brasserie Charlie Brasserie in Neuilly-sur-Seine with 90 indoor seats and 42 Drucker chairs on the veranda. Features a seafood counter bar with oysters, crab, and other seafood. Open daily 12:00–00:00. Ecotable certified.
• Brasserie Campion First regional opening outside Paris, located at 32 rue Lepelletier in Lille. Features a large glass roof and open kitchen, serving northern French cuisine alongside Nouvelle Garde classics.
• Brasserie Barbotin Brasserie in Marseille near the Vieux Port with a Provençal-style courtyard terrace. Features southern French specialties alongside classic brasserie dishes and Mediterranean seafood. Open daily 12:00–00:00.
• Brasserie Des Deux Rives Brasserie located at 68 rue Mercière in Lyon. Features Lyonnais specialties including saucisson brioché, volaille aux écrevisses, and gâteau mille crêpes aux pralines, alongside Nouvelle Garde classics.
• Brasserie Vinatier First South-West location at Place Saint-Christoly in Bordeaux. Features a central wood-fired hearth for cooking meats, fish and vegetables, and an extensive Bordeaux-focused wine selection.
• Brasserie Olivia First London brasserie located in Chelsea. Features breakfast service, oyster bar, lobster tank, wood-fire cooking, and Venus Bar for private hire. Sources from UK suppliers including The Dusty Knuckle bread, Volcano Coffee Works, and Harbour Brewing Co.
• Grouvie (Cocktail Bar) Signature cocktail bar on the second floor of Brasserie Des Prés in Paris. Features cocktails designed by World Mixology Champion Jennifer Le Nechet, groovy playlists, and intimate boudoir-style décor. Open Monday–Saturday 18:30–1:00, Sunday 18:30–00:00. Free entry.
• Le Petit Martin (Wine Bar) Wine bar located within Brasserie Martin where customers can purchase bottles of wine to take away.
• Le Glacier Des Prés (Ice Cream Shop) Ice cream shop adjacent to Brasserie Des Prés in Paris, offering frozen desserts.
• Cuisine de Brasserie Cookbook First cookbook featuring over 70 recipes from Nouvelle Garde's brasseries plus culinary anecdotes. 224 pages, priced at 25 EUR TTC. Available in all brasseries, Fnac bookshops, and online marketplaces (Marabout, Amazon, etc.).
• Nouvelle Garde Branded Merchandise Branded merchandise including t-shirts and tableware sold at Le Bon Marché department store and through a forthcoming online shop.
• Group Events and Privatization Services Event services including group bookings (13+ people with dedicated group menus), semi-privatizations, and full venue privatizations available at all brasserie locations. Bookings coordinated by dedicated Private Events Coordinator Agathe via [email protected] (France) and [email protected] (UK).

Quantifiable outcome

• 89/100 on gender equality index (2026)
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• ZenchefcoreTechnology or IntegrationRestaurant reservation and booking management technology partner. Collects customer data (names, contact details, reservation information) in connection with bookings made through the group's website.
• The Dusty KnuckleminorChannel Partner/ Reseller/ DistributorLondon-based artisan bakery supplying bread to Brasserie Olivia in Chelsea.
• Volcano Coffee WorksminorChannel Partner/ Reseller/ DistributorBrixton-based specialty coffee roaster supplying coffee to Brasserie Olivia in London.
• Harbour Brewing CominorChannel Partner/ Reseller/ DistributorCornwall-based craft brewery supplying beers to Brasserie Olivia in London.
• Maison MillasminorChannel Partner/ Reseller/ DistributorFrench saucisson producer whose products are featured at Brasserie Olivia in London.
• Jennifer Le NechetcoreStrategic or Co-development PartnerWorld Mixology Champion who reimagined cocktail program at Grouvie, creating over 10 signature cocktails inspired by brasserie cuisine and pastry craft.
• SevenRoomscoreTechnology or IntegrationOnline reservation and booking platform used across all Nouvelle Garde brasseries for managing table reservations.

Scale indicators7 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Groupe Bertrand: Major French foodservice group with multiple brasserie and bistro formats (Brasserie Lazare, Bistrot Régence, Léon, Au Pied de Cochon, etc.). Most direct competitor in the French brasserie category with similar multi-city footprint and event/private dining capabilities.
• Big Mamma Group: Big Mamma operates a portfolio of 20+ trattorias/Italian restaurants across France (Paris, Lyon, etc.), London and other European cities, with the same multi-brand, multi-city, lifestyle-brasserie playbook targeting premium-casual dining. Most directly comparable scale, geography and concept-rollout model to Nouvelle Garde.
• D&D London: Premium UK restaurant group operating brasseries, grills and event spaces (Blueprint Café, Quaglino's, Le Pont de la Tour), including Chelsea locations. Closest direct comparator to Brasserie Olivia's positioning in the London market.
• Paris Society (Laurent de Gourcuff): Owner-operator of premium French restaurants, brasseries and event venues (Bambini, Perruche, Monsieur Bleu, etc.) with strong nightlife/event synergies. Comparable in targeting affluent diners, group and event business, and prime Paris/regional locations.

Broad incumbents

• Brasserie Flo (historic chain): Historic French brasserie chain with sites in Paris and major French cities. Legacy incumbent in the multi-city traditional French brasserie category, with a comparable venue footprint but longer-established, less modernised brand.
• Maison Ducasse (Alain Ducasse): Alain Ducasse-affiliated premium bistros/brasseries (Benoît, Allard, Rech, etc.) operating as part of a larger hospitality portfolio. Adjacent incumbent in the traditional French brasserie/bistro segment with global brand recognition.

Emerging players

• Café Kitsuné: Paris-founded lifestyle F&B brand spanning cafés, restaurants and retail merchandise across Paris, London, NYC, Tokyo. Comparable lifestyle/brand-extension playbook (merchandise, cookbook-adjacent IP) even though core category is coffee rather than brasserie.

Others

• Maison Le Bon March\u00e9 / Le Bon March\u00e9 (brasserie tenants): Relevant only as a commercial partner/distributor (Nouvelle Garde merchandise is sold at Le Bon Marché) and as adjacent upscale Parisian department-store brasserie operators that share the same premium-casual customer base.
• Zenchef: Reservation and customer-data technology partner to Nouvelle Garde. Not a competitor but a direct strategic dependency for digital bookings, CRM and customer-data collection across the group's sites.

Regional players

• Notting Hill Brasserie (and UK casual-dining groups): Chelsea/Notting Hill area brasserie and grill concepts that compete with Brasserie Olivia for premium London diners. Comparable London-market brasserie positioning to Nouvelle Garde's UK entry, though typically independent or smaller chains.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtiktok.com/@lanouvellegarde_
• Facebookfacebook.com/nouvellegardegroupe
• LinkedInlinkedin.com/company/nouvellegarde
• Instagraminstagram.com/lanouvellegarde

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Nouvelle Garde