Kate Reid has transformed Melbourne's pastry landscape, and now she's doubling down on her mission to bring world-class croissants to the masses. The founder of Lune Croissanterie has opened "Maxi Lune" on the corner of Lonsdale and Spencer streets, a massive new production facility capable of churning out more than 6,000 pastries daily.
"We're maxed out in Fitzroy," Reid explains, noting that the original flagship could no longer meet demand. "We have to say no to popping up at the Australian Open every year because we just don't have the capacity." Two years in the making, the new location finally allows Lune to "get more croissants to more people."
The numbers are staggering: double the cold storage of Fitzroy (the key factor determining production capacity) and 50 percent more kitchen space. The 418-square-metre shopfront features Lune's signature gallery-esque aesthetic—soaring ceilings, a sprawling concrete bench displaying each pastry variety, and the beloved glass-walled "cube" where visitors can watch lamination happen centimetres away.
Designed by local studio In Addition, the space also offers the most seating of any Lune store, accommodating 50 guests. Reid was on site in her chef's whites for opening day, overseeing a team baking pastries fresh throughout the day—offering customers the rare chance to enjoy them still warm from the oven.
The menu features Lune's legendary bestsellers: the almond croissant and the traditional croissant that built the brand's reputation. But the new location also brings exclusive collaborations, including a partnership with Melbourne chip brand Chappy's—a salty-sweet twice-baked croissant filled with "choc chip" frangipane, served with a packet of chips that customers are encouraged to stuff inside.
Recently, Lune introduced a new head of development role to drive innovation in flavors and fillings. Yet Reid remains grounded in fundamentals. "While people think we focus a lot on just creating new products, we spend a lot of time trying to push the quality of our classics," she says. "At the heart, it's the classics people want, and I just want to be the benchmark for that."
Looking ahead, Reid has ambitious plans to extend hours into the evening. "I think the Melbourne CBD is ready for a space like this," she envisions. "Imagine people sitting here at 8:30 at night on a Friday having a pastry." With Maxi Lune, that vision is becoming reality.