Maison Goyard, with its rich heritage dating back to 1792, has become one of the most sought-after luxury brands in the world. Originating from a humble trunk-making workshop in Paris, the brand has maintained an air of mystery and exclusivity that captivates an elite clientele, including royalty and A-list celebrities. Under Jean-Michel Signoles's stewardship since 1998, Goyard has successfully balanced respect for tradition, handcrafted products and the limited availability of its items—the brand maintains only 35 stores worldwide, enhancing its allure.
Why is Goyard so popular?
Goyard's history as the preferred purveyor to kings, presidents, and aristocrats further enhances its brand's allure. As the official supplier to prominent figures, the brand boasts a prestigious reputation, evident from a letterhead from 1891 featuring the coats of arms of the British Royal Family and the Russian Imperial family. The Goyardine material, made from a blend of hemp, linen, and cotton, is coated with a proprietary waterproofing process that increases its durability and makes it resistant to stains and water damage.
Timeline
1792: Pierre-François Martin Establishes Maison Martin
- Pierre-François Martin opened his workshop, specializing in box-making, trunk-making, and the delicate art of packing, at 4 Rue Neuve des Capucines in Paris. His skill in crafting quality trunks and packing delicate items made Maison Martin a favorite among French aristocracy.
1834: Relocation of Maison Martin
- The store moved to 347 Rue Saint-Honoré, marking a significant change in its business location. It became a prominent establishment in Paris, eventually drawing in a prestigious clientele.
1845: François Goyard Joins Maison Morel
- François Goyard, a talented 17-year-old apprentice, joined Louis-Henri Morel, an employee of Martin who took over the business following Martin’s death. Morel married Martin’s ward and inherited the business as a dowry.
1853: Rebranding to Maison Goyard
- Upon Louis-Henri Morel's sudden death in 1852, François Goyard took over the company and rebranded it as Maison Goyard. Under his leadership, the company flourished, providing high-quality trunks and leather goods.
1885: Edmond Goyard Takes Charge
- Edmond Goyard, François's eldest son, assumed business control on April 1, 1885. He enhanced the brand’s prestige by participating in World Expositions and developing the iconic Goyardine canvas, inspired by his family’s history as log-drivers in Burgundy.
1892: Creation of Goyardine Canvas
- Edmond Goyard introduced the Goyardine canvas, a luxurious material featuring a dotted pattern forming a chevron 'Y', a homage to the Goyard family legacy.
1937-1979: Robert Goyard’s Tenure
- Robert Goyard, Edmond’s son, managed the business until 1979. He was instrumental in modernizing the product line and updating the classic Goyard canvas. During his tenure, Robert also contributed significantly to the prestige of the company's Parisian neighborhood.
1998: Jean-Michel Signoles Purchases Goyard
- Marking the end of nearly 150 years of uninterrupted family ownership, Jean-Michel Signoles, a passionate collector, acquired Goyard. Signoles revitalized the brand, respecting its heritage while expanding its color palette and opening new workshops in Carcassonne, France.
2023: Expansion and Popularity
- Goyard’s meticulously handcrafted bags, known for their timeless elegance and functionality, gained tremendous popularity. Despite its growing fame, the brand maintained an air of exclusivity by limiting its global presence to 35 stores, including six in the United States.
2024: Continuation of Legacy
- Under Jean-Michel Signoles’s stewardship, Goyard continues to thrive with exclusive products that resonate with its prestigious and discerning clientele.
