Luxury & Fashion
Nov 30, 2015
Pierre-François Martin founded the House of Martin in 1792, specialized in box-making, trunk-making and packing. The house of Martin quickly became a favorite with the French aristocracy, and was eventually granted the prestigious tittle of official purveyor of HRH Marie-Caroline de Bourbon-Siciles, Duchess of Berry.
Pierre François Martin was the guardian of a young female ward, Pauline. He arranged her marriage to one of his employees, Louis-Henri Morel, and gave his business as her dowry. Morel followed in Martin's footsteps, and introduced himself as the «Successor to former Maison Martin, located on rue Neuve-des-Capucines, near Place Vendôme ».
In 1845, Morel hired François Goyard as an apprentice. The 17-year old boy received training under the guidance of both Martin and Morel. When Morel died suddenly in 1852, François took over, and remained for 32 years at the helm of a house he took to a whole new level. He finally handed over the reins to his son Edmond in 1885.
A family business
Drawing on his father François' work, Edmond Goyard turned the store on rue Saint-Honoré into an increasingly elitist institution with an international clientele. He created the first Goyard advertisements, participated in various World Expositions and opened three branch stores in Monte-Carlo, Biarritz, Bordeaux, as well as trade offices in New York and London. He also laid the foundations for the brand as it is known today, as he came up with the emblematic Goyardine canvas, launched a pet accessories range and developed products for automobiles.
One of the first things François Goyard did when he took over from Morel was to open state-of-the-art workshops, as he believed having complete control over manufacturing processes was key to achieve excellence. An opinion shared by Jean-Michel Signoles when he bought Goyard in 1998. A keen collector and connoisseur of all things Goyard, he also opened new workshops with the help of his sons: Alex is in charge of special orders, trunk-making and soft-bag manufacturing; Rémi deals with personalization and Pierre takes care of canvas printing. Of course, the contemporary Goyard workshops are more spacious, functional and altogether a lot different from those of yesterday, but the know-how and passion of the artisans remain the same.
Without the backing of a leading group, with no marketing campaigns or mass-production, the Signoles family revived Goyard's heritage and skills and opened new boutiques across Europe, the Americas and Asia. Within a decade, they restored Goyard to its original glory, and firmly re-established it as a beacon of timeless elegance, craftsmanship and exclusivity.
A timeless and perennial range
Distancing itself from fleeting trends, Goyard draws its inspiration from its exceptional heritage. The timeless designs will appeal to discerning customers looking for uncompromising exclusivity, unparalleled craftsmanship and aesthetic refinement.
Goyard products do not change every season: in a disposable society, they are meant to last.
Goyard offers four distinct product lines:
- Travel goods: whether trunks, hard-sided
luggage, trolley cases, vanity cases, hat cases or weekender bags, Goyard
provides stylish travelers with all the accessories needed for a perfect
- A large choice of handbags, tote bags, pouches, briefcases and clutches for men and women, together with an equally large range of matching accessories: wallets, change purses, diary and check-book covers, business-card holders, among other items.
- Special orders: Goyard makes the wildest dreams come true with custom-made trunks and luggage. Each piece is unique and entirely hand-made, just like in the 19th century.
- Pet accessories. The « Chic du Chien » (« Canine Chic ») line was launched in the late 19th century by Edmond Goyard. It features collars, leashes, bowls and dishes for pets, and is sold exclusively at the Chic du Chien boutique, 352, rue Saint-Honoré in Paris. The Chic du Chien boutique also showcases a selection of curios and rare pieces.