Goyard, Trunk Maker in Paris since 1853: The Story of a Discreet and Prestigious Heritage
The Origins of Goyard: Maison Morel (1792–1853)

Before becoming Goyard, the house was called Maison Morel, founded in Paris in 1792. It specialized in the manufacture of trunks, chests, and travel packaging. The boutique was already located at 233 rue Saint-Honoré, a prestigious address it still occupies today.

In 1853, François Goyard, a talented young clerk trained under Morel, took over the business upon Morel's death. He renamed the house "Maison Goyard" and laid the foundations for a unique style and an elite clientele. The Emergence of a Style and a Myth (1853–1900)

Under François Goyard, and later by his son Edmond Goyard, the house developed a strong identity based on key values: discretion, excellence, and personalization. Goyard quickly distinguished itself through:

The creation of the Goyardine canvas in 1892, a chevron pattern formed of small hand-painted dots, originally on coated linen, cotton, and hemp canvas.

A specialization in the manufacture of shipping trunks, car trunks, dog trunks, and presentation chests for a global clientele.

A loyalty to pure craftsmanship, without ever giving in to flashy trends. A House Serving the Elite

Over the years, Goyard has attracted an exceptional clientele: aristocrats, artists, royalty, and industrialists. The house notably supplied:

The Duchess of Berry, the Duke of Windsor, Pablo Picasso, Coco Chanel, Jacques Cartier, and others.

European princely families, Indian maharajas, and even the wealthy American elite.

The creations are often custom-made, like the legendary library trunk or the secretary trunk, both functional and aesthetic.
The choice of discretion: no advertising, no e-commerce

Unlike other luxury houses, Goyard has always cultivated a sense of mystery. It does not advertise, does not sell online, and communicates very little, preferring to let the quality of its products and word of mouth from its loyal customers speak for themselves. A contemporary revival faithful to the original spirit

In 1998, the house was acquired by Jean-Michel Signoles, a passionate collector of antique luggage. Under his leadership, Goyard regained new vitality:

New boutiques opened in major capitals (London, Tokyo, New York, etc.)

Reissues of historic models

Highlighting French craftsmanship while preserving the house's original spirit: a discreet, rare, and almost confidential luxury.

Goyard today: a timeless trunk maker

More than two centuries after its founding, Goyard remains one of the last independent Parisian luxury houses. In an era of industrial production, it continues to embody the French art of travel, in all its noble craftsmanship.

Each Goyard piece is a functional work, designed to last and be passed down: a know-how that rivals that of the greatest names in living heritage.