Maison Goyard

Although Goyard as we know it was officially founded in 1853, its roots trace back to 1792, when Pierre-François Martin established Maison Martin. An early advertisement described the firm’s offerings: quality boxes and cases, protective packing for fragile furniture, hats, gowns, and flowers, as well as horse carriage trunks and waterproof canvases.

Maison Martin became well-known and was named official purveyor to the Duchess of Berry. In 1834, it moved to its current home on Rue Saint-Honoré, Paris. Martin’s protégé, Louis-Henri Morel, inherited the business through marriage to Martin’s foster daughter. When Morel died suddenly in 1852, François Goyard, an apprentice since 1845, took over and renamed the firm Goyard.

In 1885, François passed the company to his son, Edmond, who developed the now-famous Goyardine canvas in 1892. Lightweight, water-resistant and durable, it was made from linen and cotton and originally hand-painted with the “Y”-shaped chevron monogram. Its production method remains a closely guarded secret.

The brand gained international acclaim, winning prizes at multiple World Exhibitions, including a gold medal at the 1908 Franco-British Exhibition in London, triumphing over Louis Vuitton. Goyard’s bespoke trunks became favoured by aristocracy and cultural icons such as Picasso, Chanel, Rockefeller, the Windsors, and the Romanovs. The firm created custom trunks with highly personalised interiors, for everything from polo gear to typewriters. Sir Arthur Conan Doyle famously commissioned a trunk with a built-in office.

After WWII, production of Goyardine halted until the brand was acquired in 1998 by Jean-Michel Signoles. He revived the material, expanded colour options beyond the classic black, and ushered Goyard into a new era while preserving its heritage.

Despite global recognition, Goyard maintains its mystique. It does not advertise, avoids media attention, and stays committed to artisanal craftsmanship and exclusivity, values that continue to make the house a discreet symbol of refined luxury.