In 1993, Holder purchased Ladurée in Paris. Taking note of an emerging rustic trend for storefronts, he decided to restablish the use of a traditional wheat in creating a new line of loaves. He is also responsible for the expansion of Paul into a previously untapped market of convenience stores in France, with the goal of creating mini-malls that would be called "Paul Villages." The concept was first tested in 1993 in Marcq-en-Baroeul (in Lille) and, with 1000 customers visiting the bakery daily, the next four years saw the development of three more in the North. In 2001 the company announced that they would be opening four more locations in the following nine months.