Three years after acquiring Paris Society, Accor is divesting itself of the group’s entertainment and nightlife establishments, which include some of Paris’s most prestigious venues. With the acquisition of around 20 establishments, Laurent de Gourcuff, the historic founder of the Paris Society group, who had remained at the helm, is recreating a new group whose name is not yet known. He will hold 70% of the new entity’s capital, while the Pernod Ricard spirits group will become a minority shareholder with 30%.
The ambition is clear: to become the leader of nightlife in France. Maxim’s, Bonnie, Baronne, Gigi, Laurent, Girafe, Apicius, Monsieur Bleu, Beau Coco, Louie, Perruche, Le Piaf… These are just some of the ultra-trendy and lively high-end restaurants, clubs, hotels, and event venues. Known for their delicious menus, stylish décor that is highly Instagrammable, and festive atmosphere, these 60 establishments, that make up the Paris Society galaxy, have become must-visit destinations, both in the hospitality industry and for French nightlife, attracting Parisians and foreigners alike in search of chic and trendy places to go.
Accor is repositioning
With these three lucrative pillars, these establishments have been constantly developing and reinventing themselves in recent years. “If the restaurants are more gourmet than gastronomic, it’s because Paris Society’s clientele is looking above all for an atmosphere and a place that is out of the ordinary,” explained its founder, Laurent de Gourcuff, in 2023. This is what encouraged the Accor group to invest in the company in 2022. Today, the company seems to want to focus on its hotel and gastronomy business, abandoning its nightlife activities.
A strategic repositioning for the travel specialist, which opened 293 hotels in 2024, with a target of 1,200 openings between 2023 and 2027. Accor has 45 brands divided into several categories, such as the luxury Orient Express, Fairmont, and Raffles; the premium Pullman and Mövenpick; and the mid-range and economy Novotel, Mercure, and Ibis. In 2024, the Accor group recorded total revenue of €5,606 million, up 11% compared to 2023. Its luxury and lifestyle division performed particularly well, with a 19% increase in revenue.
Laurent de Gourcuff and the group Pernod Ricard
The elegant and exclusive nightlife promoted by Paris Society is thus returning to the hands of its founder and director Laurent de Gourcuff, who, by buying out Accor’s shares, now owns 70% of the newly created entity. Among the establishments sold by Accor to join this entity are Castel, Les Planches, Le Raspoutine, Les Jardins de Bagatelle and Le Deflower.
In 2021, just before the takeover by Accor, the businessman told Les Echos Entrepreneurs: “Accor brings us size, network and solidity while giving us free rein. The best of both worlds.” The recent resale (or return) allows Accor to refocus its business on restaurants, particularly its trendy establishments, which it wishes to continue developing (Gigi, Beaucoco, etc.).
Today, Laurent de Gourcuff will reign alone over the nightlife world. According to information from Challenges magazine, the sale price of this new group, whose name is still unknown, is €43 million, to which €37 million in debt must be added, for a total of €80 million.
Although he is the majority shareholder, Laurent de Gourcuff counts among his investors the Pernod Ricard spirits group, which holds 30% of the capital of Paris Society. This minority stake allows the firm (Mumm, Perrier-Jouët, Absolut, Ricard, Pastis 51, Suze, etc.) to diversify its activities by targeting its customers’ consumption venues directly without blocking competition. At a time when global spirits sales fell by 2% in 2024 according to IWSR and the group recorded a 1% decline in organic growth to €11.6 billion, this investment is part of a differentiation strategy that relies on Paris Society’s solid financial health.
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Featured photo: © Bonnie
