For four decades, the Costes name has been a fixture in Paris nightlife, particularly during Fashion Week. The family-owned business—split between brothers Jean-Louis and Gilbert—has grown from the iconic Café Costes (opened in 1984) and Café Beaubourg (1987) into a sprawling empire of bars, restaurants, and now, hotels.
The Two Branches of the Costes Empire
The Costes formula isn’t about culinary innovation; it’s about scene. Establishments like L’Avenue and Café Marly (with Le Georges temporarily closed for renovations) thrive on classic French dishes served to a carefully curated, style-conscious clientele. This deliberate exclusivity is the key.
Jean-Louis Costes focuses on hotels under Groupe Costes, while Gilbert and his son Thierry manage Beaumarly, leaning more into the restaurant side. Both arms of the business follow the same core principle: creating a desirable atmosphere through controlled access and a distinct, somewhat aloof vibe.
The Hotel Costes Effect
The Hotel Costes is arguably the most famous example. For 30 years, its blend of velvet-rope policies, mysterious ambiance, and subtle arrogance has set the standard for exclusivity in Paris. Even getting a table on the terrace—especially during Fashion Week—has become a status symbol.
“Costes is an institution, a reference,” says Vincent Grégoire, a consumer trends expert at NellyRodi. “They’re experts in arousing desire and the tension that comes with it.”
This isn’t accidental. The Costes brand understands that scarcity breeds demand. The difficulty in gaining access is integral to its appeal.
The opening of the new Costes hotel simply reinforces this legacy, guaranteeing the brand’s continued dominance as a symbol of Parisian cool. The family has successfully built a business model where the experience is the product, and the product is exclusivity.
