Échiré Pâtisserie au Beurre, the first specialty store selling baked goods made with Échiré (ÉCHIRÉ), a fermented butter from France, has opened a permanent store on the basement floor of the Isetan Shinjuku store. We immediately visited this much-talked-about store, which has seen lines of customers every day since its opening on October 24th. Échiré is a small village with a population of around 3,000 in the Nouvelle-Aquitaine region in central-western France, facing the Atlantic Ocean. Échiré butter, which began production here in 1894 and continues to be made using traditional methods, is known for its creamy texture and mellow aroma. It is beloved in homes, restaurants, patisseries, and hotels not only in France but also in many other countries. In Japan, the world's first Échiré butter specialty store, Échiré Maison Du Beurre, opened in Tokyo's Marunouchi Brick Square in 2009. In 2012, Échiré Marché aux Beurres opened at the Hankyu Umeda Main Store in Osaka, and is bustling every day with customers purchasing not only Échiré butter, but also bread, baked goods, and fresh pastries made with butter. The permanent Échiré Pâtisserie aux Beurres, now open at the Isetan Shinjuku store, will offer the full lineup of Échiré butter, as well as "specialty baked goods" made with generous amounts of that butter that can only be purchased here. Among these, the rich, fresh butter "Sable Sandwich" (300 yen), which sold out repeatedly when it was previously available for a limited time, is a highly sought-after item at the store. The moist sable sandwiched between creamy buttercream creates a magical melt-in-your-mouth experience that is irresistible for Echire lovers and those who love sweets. There are three flavors: beurre, rum raisin, and pistachio.



Echire Pâtisserie au Beurre offers six types of carefully crafted baked goods, all original to the brand, made using Échire butter and carefully selected ingredients. The most popular are two types baked using the feuilletage inverse method: Échire Feuilletage Symbolique (3 pieces for 1,300 yen) and Échire Feuilletage Baton (4 pieces for 1,300 yen). Feuilletage inverse, which means "reverse folded pie" in French, refers to a method in which flour is wrapped around butter, as opposed to the usual folded pie where butter is wrapped around flour. This time-consuming and labor-intensive method allows you to enjoy the rough texture of the multiple layers of pie dough and the fragrant, juicy flavor of butter. "Echire Feuilletage Symbolique" is a pastry made by sprinkling a small amount of sugar on puff pastry dough and weaving it around on all sides before baking. It is a symbolic item with its round shape and the E mark that represents Echire engraved on it.

"Echire Feuilletage Symbolique" (3 pieces for 1,300 yen)

Other items include "Galette" Small baked goods with a rich buttery aroma, such as Bretonne (5 pieces for 1,200 yen) and Sable Nantes (10 pieces for 1,200 yen), are available in packaging perfect for small gifts. Recommended for both personal use and as a small gift. Another plus point is the shopper's unique design, which is different from other stores.



Be sure to try the special Échiré treats that you can only get here!