Goyard
Signoles family (independent) · France
Goyard is a Paris trunk maker and leather goods house dating from 1853, known for its chevron-patterned Goyardine canvas. It has been privately owned by the Signoles family since Jean-Michel Signoles bought it from the Goyard family in 1998. The house is notable for remaining independent of the big luxury groups and for its tightly controlled store-only distribution.
| Founded | 1853 |
|---|---|
| Founder | François Goyard |
| Owner | Signoles family (since 1998) |
| Headquarters | Paris, France |
| Signature material | Goyardine canvas |
| Segment | Luxury leather goods and trunks |
| Website | goyard.com |
What is Goyard?
Goyard is a French luxury house making trunks, rigid luggage, bags, small leather goods and pet accessories. Its signature material is Goyardine, a coated canvas based on natural fibres such as hemp, linen and cotton, printed with a chevron pattern that can be hand-painted with initials, stripes and crests. The flagship store is at 233 rue Saint-Honoré in Paris.
History
The house descends from earlier Paris trunk and packing businesses, with Wikipedia citing a lineage back to 1792. In 1853 François Goyard took over the Morel business and gave it his name. His son Edmond Goyard expanded the company, introduced the Goyardine canvas, presented at the 1900 World Exposition, and developed pet accessories. Robert Goyard led the house after the Second World War and registered a woven canvas in 1965.
In 1998 Jean-Michel Signoles, a collector of the brand, bought Goyard from the founding family. Working with his sons, he added twelve colours to the historic black canvas in 2002 and expanded the store network, while keeping the house independent of luxury conglomerates.
Products and positioning
Goyard is firmly in the luxury segment. Its range includes:
- Totes and shoulder bags in Goyardine canvas
- Trunks, hard cases and special orders
- Wallets, card holders and other small leather goods
- Pet accessories, sold in a dedicated Paris boutique opened in 2008
Made-to-order pieces are produced by trunk makers in workshops in the Aude region of southern France.
Business model and distribution
Goyard sells mainly through monobrand boutiques in cities such as Paris, London, New York, Tokyo, Seoul, Hong Kong and Shanghai, plus shop-in-shops in department stores such as Bergdorf Goodman and Takashimaya. The Wikipedia articles consulted do not describe an online store, and the house is known for limited advertising.
Why it matters
Goyard is one of the few historic Paris trunk makers still privately owned and outside a luxury group. Its scarcity-led, store-first model offers a contrast to the digital and wholesale expansion pursued by most accessories brands.
Frequently asked questions
Who owns Goyard?
Goyard has been owned by the Signoles family since 1998, when Jean-Michel Signoles bought the house from the Goyard family. It remains independent and is not part of LVMH, Kering or another luxury group.
Is Goyard a luxury brand?
Yes. Goyard is a Paris luxury trunk maker founded in 1853, selling mainly through its own boutiques and selected department stores. Its Goyardine canvas bags are positioned alongside those of the major heritage leather goods houses.
