As the business expanded, François moved the headquarters to 347 rue Saint-Honoré — this location remains the site of the Goyard flagship store, since renumbered 233. François led the house for 32 years before passing it to his son Edmond in 1885.
At the heart of Goyard’s identity is the Goyardine canvas, created by Edmond in 1892. Its chevron pattern is comprised of tiny dots referencing the family’s history as log drivers, while the repeated ‘Y’ subtly echoes the Goyard name. This design made the house the first luggage maker to brand its own canvas. Edmond further elevated Goyard internationally through his participation in various World Expositions.
As demand shifted toward lighter travel pieces, Goyard introduced smaller bags in the early 1900s. The now-iconic Saint Louis Tote followed in the 1930s, though handbags only became a signature of the house in the early 2000s. Today, designs like the Anjou, Artois and Belvédère are crafted in the Goyardine canvas, anchoring modern silhouettes in the house’s artisanal roots.
Another defining trait of Goyard is its elusivity. Pieces are only available in small numbers to buy in-person at boutiques, with no e-commerce presence and minimal marketing. Rather than release seasonal collections, Goyard maintains its presence through enduring core designs, high-quality craftsmanship and an emphasis on personalisation.
A GOYARD LEATHER TRUNK MADE FOR ASSOULINE,
20TH CENTURY,
A FRENCH PRINTED CANVAS AND WOOD STEAMER TRUNK,
GOYARD, 20TH CENTURY,
A GROUP OF TRAVELLING SUITCASES AND BAGS
BY GLOBETROTTER AND GOYARD, MODERN
PORTE-HABITS
MAISON GOYARD