Goyard

Summary

Maison Goyard, founded in 1853 by François Goyard in Paris, France, is a prestigious luxury brand known for its high-quality trunks, bags, and travel accessories. Renowned for its craftsmanship and timeless designs, Goyard has maintained a strong commitment to exclusivity and discretion, distinguishing itself from other luxury brands by avoiding traditional advertising and media exposure. The brand’s signature hand-painted chevron motif on its durable canvas has become a symbol of sophistication and status. Since 1998, under the ownership of the Signoles family, Goyard has revitalized its appeal while preserving its heritage, continuing to serve a clientele that values artisanal quality and unique, personalized products.

Goyard origin

Goyard originated in Paris, France, in 1853, founded by François Goyard. Initially established as a fine trunk and luggage maker, Goyard built on the legacy of Maison Morel, a prestigious trunk-making house where François had trained. Situated at 233 rue Saint-Honoré, Goyard quickly gained recognition for its exceptional craftsmanship, bespoke services, and innovative use of hand-painted patterns, including its now-iconic chevron motif. Over the years, Goyard has maintained an aura of exclusivity and discretion, setting it apart as a symbol of luxury and heritage in the world of high-end travel goods.

Who owns Goyard?

Maison Goyard is privately owned and has been under the ownership of the Signoles family since 1998. Jean-Michel Signoles, a French entrepreneur and luxury goods enthusiast, purchased Goyard and revitalized the brand, focusing on preserving its heritage while modernizing its appeal. Under the Signoles family’s ownership, Goyard has maintained its reputation as an exclusive, high-end luxury brand, known for its craftsmanship and the iconic hand-painted chevron pattern on its products.

Goyard meaning

The name Goyard comes from the French luxury brand Maison Goyard, which has a long history in fine craftsmanship, dating back to its founding in 1853 by François Goyard. The name itself does not carry an intrinsic meaning beyond being the surname of the founder. However, it has become synonymous with exclusivity, heritage, and luxury over the years. Maison Goyard is known for its signature hand-painted chevron patterns and its focus on discreet branding and bespoke services, making the name a symbol of sophistication and high status in the world of luxury goods.

Where is Goyard from?

Goyard is from Paris, France. The luxury brand was established in 1853 and has its roots in French craftsmanship and fine trunk-making. Its original workshop was located at 233 rue Saint-Honoré, where it began building its reputation as a premier maker of high-quality trunks, bags, and travel goods. Paris has remained the brand’s central hub, contributing to its storied association with French elegance and luxury.

History

The House of Goyard built its business on discretion which  made it the ultimate status symbol for the A-list. This decades-old Parisian luxury fashion house — with its classic chevron-printed canvas and leather travel goods — may not ring a bell the way others do but Goyard’s elusiveness is what makes it the ultimate status symbol among the world’s wealthiest.

It’s quite interesting that The House of Goyard was founded by Pierre-François Martin in Paris in 1792 as “House of Martin”. It was official retailer for Marie-Caroline de Bourbon Sicile, duchess de Berry which granted it the title of “box maker, trunk maker and packer of Her Royal Highness The Duchess of Berry”. A favorite of the French aristocracy since, the iconic Goyard print or ‘marquage’ is a part of the brand since 1853. The ‘art of the hand’ was a necessity in the nineteenth century to distinguish one trunk from another by hand-painting their initials and numbering each trunk. It soon became a style symbol. The Duke of Windsor preferred red and yellow stripes while The Duchess, blue and yellow. Coco Chanel, silver and red. Today the signature print is mechanically etched and dyed although personalisation is hand-painted for a fee.

Over the ears, Pierre-François Martin mentored his employee Louis-Henri Morel, passed reins of the business to him and even married him into the family! The brand was renamed Maison Morel. In 1834, the store moved from 4, Rue Neuve des Capucines, where Louis Vuitton opened in 1854, to 347 rue Saint-Honoré. In 1845, Morel hired seventeen-year-old Francois Goyard and trained him rigorously. When Morel passed away suddenly in 1852, Francois took over the reins until his son succeeded him in 1885. Edmond Goyard, drawing on his father’s work, transformed the company into a luxury conglomerate with  a discerning global clientele. Creating disruption in the corporate strategies, he created the first advertisements, participated in world expositions and opened four stores. Under his leadership, Goyard was awarded a bronze medal in World Exposition 1900 — the first of a series of accolades: gold at World Exposition of Milan 1906; gold at Franco-British Exposition of London 1908; grand-prix at Exposition of Ghent 1913. Edmond partnered his eldest son Robert, and together they ran the business until his demise in 1979.

The Occupation took its toll on the house and the store at 233, rue Saint-Honoré shut temporarily. François took a stake in the family business on 25 May 1951, which became a limited company a few days later. Post-WWII, Robert once again took over the reins of the company until 1his death in 1979, when his granddaughter Isabelle Goyard took over. The Maison remained with the Goyards until 1998 when Jean-Michel Signoles acquired it. A keen collector of Goyard, he undertook the challenge of reinventing the luxury brand with his sons. And he succeeded in his endeavour — without any reported finical backing, he enhanced the house heritage, built new workshops in Carcassonne, France and opened retail stores all over the world. Today the brand offers travel goods, handbags, accessories, pet accessories and custom orders, However, Goyard can only be purchased from the brand itself or trusted third-party resellers.

Vision

Goyard’s vision, rooted in the craftsmanship of Pierre-François Martin, exemplifies a unique blend of artistry and functionality that goes beyond mere product creation. Established in 1792, Maison Martin initially focused on box-making, trunk-making, and packing—services that were particularly relevant before the advent of mass-produced luggage. Martin understood that the experience of travel was as much about the journey as it was about the items one carried. His innovative approach emphasized the intricate art of garment folding and packing, showcasing a meticulous attention to detail that resonated with discerning consumers of the time.

Rather than simply offering a bag or trunk, Goyard aimed to captivate its clientele with the elegance and precision of packing techniques, creating an aura of sophistication around the act of travel itself. This philosophy not only highlighted the brand’s commitment to quality craftsmanship but also established a deep emotional connection with consumers. By transforming the practical aspects of travel into an art form, Goyard set a precedent for luxury goods that prioritize both aesthetics and functionality. This vision continues to influence the brand today, where the heritage of craftsmanship and the meticulous care in creating timeless pieces remain central to its identity, appealing to a clientele that values both tradition and modernity in their luxury experiences.

In sync with this vision, the store facade reads: “Maison Martin sells an assortment of boxes and cases.. we provide quality packing services for fragile furniture and objects as well as hats, gowns and flowers. We use oiled canvas, plain canvas and straw for packing.. manufacturer of horse carriage trunks and coat racks, we also supply oilcloth and waterproof canvas, all at a fair price.”

Mission Statement

Goyard’s mission encapsulates a dedication to embodying the finest aspects of Parisian craftsmanship, reflecting a legacy steeped in tradition and artistry. By striving to represent the quintessential qualities of Parisian elegance, Goyard positions itself as a symbol of luxury and sophistication on the global stage. This mission is rooted in a commitment to meticulous craftsmanship, where each piece is crafted with an eye for detail and a respect for the time-honored techniques that define the brand. Goyard’s artisans employ skills that have been honed over generations, ensuring that every item—whether it be a trunk, handbag, or accessory—exudes a sense of refinement and quality that is emblematic of Parisian style.

Moreover, Goyard embraces creativity as a core element of its identity, encouraging innovation within the framework of tradition. This duality allows the brand to not only honor its heritage but also to adapt and evolve in a dynamic fashion landscape. By maintaining a balance between elegance and creativity, Goyard ensures that its offerings resonate with contemporary consumers while remaining true to its roots.

The luxury fashion brand’s mission, therefore, is not just about creating luxury goods but about fostering a deeper appreciation for the artistry of craftsmanship and the cultural richness of Paris. This commitment allows Goyard to sustain its status as a coveted name in luxury fashion, appealing to those who seek both style and substance in their personal accessories.

Key Team

Jean-Michel Signoles, CEO

Products and Services

Goyard’s product portfolio is renowned for its craftsmanship and timeless elegance, with a focus on luxury leather goods that reflect the fashion brand’s rich heritage. At the core of Goyard’s offerings are its iconic trunks, which serve as both functional travel pieces and exquisite works of art. Crafted from durable materials, these trunks are designed for both practicality and aesthetic appeal, often featuring the brand’s signature chevron pattern. Each trunk is customizable, allowing clients to personalize their pieces with monograms or unique designs, enhancing the sense of individuality that Goyard champions.

In addition to trunks, Goyard produces a variety of handbags, wallets, and accessories that showcase the same level of artistry and attention to detail. The brand’s handbags, such as the beloved Saint Louis tote, epitomize versatility and sophistication, making them popular choices among discerning consumers. Goyard’s accessories, including passport holders, cosmetic cases, and luggage tags, are designed to complement their larger pieces, all while upholding the same high standards of quality and style. The use of lightweight yet durable materials ensures that these products are not only beautiful but also functional for everyday use.

Beyond their product offerings, Goyard provides a range of bespoke services that enhance the luxury experience for their clientele. This includes personalized consultations where clients can explore customization options, ensuring that each piece reflects their personal style and needs. Goyard also emphasizes the importance of aftercare, offering repair and maintenance services to preserve the integrity and beauty of their products over time. This commitment to customer service and craftsmanship solidifies Goyard’s reputation not only as a maker of luxury goods but also as a brand that values the relationship it builds with its customers, fostering a sense of loyalty and appreciation for the art of fine craftsmanship.

Awards and Recognition

Maison Goyard has garnered recognition as one of the most exclusive and prestigious luxury brands in the world, celebrated for its exceptional craftsmanship and timeless designs. Unlike many luxury counterparts, Goyard maintains a strong emphasis on discretion, opting out of traditional advertising and mass marketing to preserve its air of exclusivity. This approach has only heightened its allure, making its products highly coveted among luxury connoisseurs and celebrities. The brand’s signature hand-painted chevron pattern and bespoke personalization services have cemented its reputation for producing unique, high-quality travel goods and accessories. Goyard’s dedication to artisanal excellence and heritage craftsmanship continues to attract a loyal, discerning clientele, reinforcing its status as a symbol of sophistication and understated luxury.

References

• The $4,300 Backpack That Style Gods Want GQ
• Retooled for royals Trunks Company
• Secret To Elusive Heritage Brand Goyard’s Modern Celebrity Appeal Vogue
• Holy grail of modern menswear GQ
• Youtube profile of Goyard YouTube
• My Hunt for a Well-Crafted Custom Wallet GQ
• Wikipedia profile of Goyard Wikipedia
• Facebook profile of Goyard Facebook
• Why Goyard Remains Fashion’s Most Mysterious Luxury Brand Vox
• Caftans, Goyard, and Elvis Vanity Fair
• Twitter profile of Goyard Twitter
• Curators of Interesting Tools Forbes
• Goyard Racked
• Instagram profile of Goyard Instagram
• History of Maison Goyard and Their Iconic Trunks Cottages and Gardens
• The status symbol for the world’s richest people Business Insider
• Goyard Partners With Peninsula Hong Kong to Create Limited-Edition Luggage Forbes