Since Goyard's inception some 161 years ago, the trunk and bag-maker has maintained a mysterious and impressive reputation based on quality and prestige. With zero advertising, no e-commerce, and very few stockists, they've managed to protect their legacy while also building a buzz, simultaneously keeping their mouths shut—and everyone else out.
THE ORIGINS OF GOYARD:
Pierre-François Martin created Maison Martin in 1792, specializing in box-making, trunk-making, and packing at a time when the golden age of the great trunk-makers of the late 19th century was yet to come. Martin’s trade had more to do with the delicate art of garment folding and packing than with that of container-making, as was evident by the sign on the façade of his shop.
The house of Martin quickly became a favorite with the French aristocracy and was eventually granted the prestigious title of official purveyor to HRH Marie-Caroline of Bourbon-Siciles, Duchess of Berry.