GOYARD
The world's oldest luxury trunk maker. No advertising. Limited online availability. If you know, you know.
Iconic Goyard Bags
From the legendary St. Louis tote to the structured Saigon, each piece embodies 172 years of Parisian craftsmanship.
St. Louis Tote
The iconic reversible tote — ultralight, water-resistant, effortlessly chic. Accounts for roughly half of Goyard's revenue.
Artois Tote
The structured zip-top alternative with leather-reinforced corners. More formal than the St. Louis.
Anjou Tote
Reversible with full leather interior — wear canvas-out or leather-out for two looks in one bag.
Hardy PM
The understated work tote — zip closure, structured base, born from a custom pet carrier order.
Saigon
The structured doctor bag with signature wooden toggle — Goyard's statement piece.
Bohème Hobo
Comfort meets security — wide strap, full zipper, everyday elegance.
The House That
Doesn't Advertise
While other luxury houses spend billions on marketing, Goyard built its legend through deliberate silence — no celebrity endorsements, no runway shows, and until 2024, no e-commerce.
Founded in 1853 at 233 Rue Saint-Honoré in Paris — the same address where it stands today — Maison Goyard predates Louis Vuitton by a year. The house began as trunk makers for European aristocracy, crafting bespoke travel cases for Romanovs, Rockefellers, and the Duke and Duchess of Windsor.
In 1892, Edmond Goyard invented the signature chevron canvas, inspired by his family's heritage as log drivers in Burgundy — the interlocking Y-shapes resembling logs floating downstream. Each piece of Goyardine is crafted from a blend of cotton, linen, and hemp, coated for water resistance and painted with overlapping motifs that make every bag subtly unique.
With only ~35 boutiques worldwide and a recent, understated entry into e-commerce, Goyard maintains extraordinary scarcity. Combined with a clientele that has included Beyoncé, Karl Lagerfeld, Coco Chanel, and Pablo Picasso, this has created one of the most exclusive — and most valuable — luxury brands in existence. Goyard bags now retain an industry-leading 104% of their value on the resale market.
Goyardine Canvas
The hallmark of every Goyard piece is the proprietary Goyardine canvas — a coated fabric composed of cotton, linen, and hemp that balances durability with elegance. The exact formula remains a closely guarded secret, passed down through generations.
Originally, each tiny dot in the chevron pattern was hand-painted with up to three layers of resinous paint, a process that took days for a single sheet. Today, a specialized screen-printing technique applies the pattern in limited batches, but the craftsmanship remains exceptional.
The interlocking Y-shapes have a poetic origin: they represent logs floating downstream, a tribute to Edmond Goyard's family heritage as log drivers in Burgundy. Look closely, and you'll find the name "Goyard" hidden within the pattern itself.
Material Composition
- • Linen — Provides strength and light weight
- • Cotton — Adds flexibility and softness
- • Hemp — Enhances durability
- • Plant-based coating — Water-resistant finish
Available Colors (2025)
~11 colors in rotation including Black, Red, Orange, Yellow, Green, Sky Blue, Navy, Burgundy, White, and Grey. Special colors command a ~30% premium.
Limited edition colors (like 2024's turquoise) sell out quickly and appreciate on resale.
Product Categories
Unlike many luxury houses, Goyard focuses exclusively on travel goods and leather accessories — no clothing, no fragrance, no seasonal fashion lines.
Totes & Handbags
The core of Goyard's business. Includes the iconic St. Louis, structured Artois, reversible Anjou, doctor-bag Saïgon, and work-ready Hardy. Reportedly accounts for over half of revenue.
$1,890 – $5,000+
Small Leather Goods
Wallets, card holders, passport covers, pouches, and key cases. The entry point to the brand. Includes Saint-Sulpice card wallet, Matignon zip-around, and Sénat pouches.
$300 – $1,500
Travel & Trunks
Goyard's heritage category. Wheeled Bourget trolleys, Boeing duffels, and bespoke hard-sided trunks made with traditional methods — wooden frames, brass corners, hand-stitched leather.
$3,500 – $50,000+
Pet Accessories
The "Chic du Chien" line, launched in 1890. Collars, leashes, harnesses, pet carriers, feeding bowls, and even doghouse trunks. Coco Chanel was an early customer.
$200 – $5,000+
Marquage (Personalization)
Hand-painted initials and stripes in your choice of colors. A Goyard signature service since the 19th century. Takes 2–6 weeks. Also available: bespoke trunk commissions.
~$150+ for monograms
Limited Editions
Rare releases like Claire Voie (open-weave), Arlequin (tri-color patchwork), and seasonal colors. No mass collaborations — just thoughtful, limited runs that become instant collectibles.
Premium pricing; high resale value
Pricing Guide (December 2025)
Goyard prices have increased approximately 26% since 2022. Special colors typically cost 25–30% more than classic black.
| Model | Size | Classic Color | Special Color |
|---|---|---|---|
| St. Louis | PM | ~$1,890 | ~$2,200 |
| St. Louis | GM | ~$2,080 | ~$2,400 |
| Artois | PM | ~$2,700 | ~$3,100 |
| Artois | MM / GM | ~$2,980–$3,250 | ~$3,400+ |
| Anjou | PM | ~$3,180 | ~$3,600 |
| Anjou | GM | ~$3,590 | ~$4,100 |
| Saïgon | PM | ~$3,800 | ~$4,450 |
| Hardy | PM | ~$2,500 | ~$2,900 |
| Boeing Duffle | 55 | ~$3,500 | ~$4,000 |
Prices are approximate and may vary by location. Tax not included. Personalization (Marquage) starts at ~$150.
Goyard vs. The Competition
Goyard vs. Louis Vuitton
LV offers ubiquity and instant recognition. Goyard offers rarity and insider status. Many luxury buyers own both — LV for visibility, Goyard for discretion.
Goyard vs. Hermès
Hermès is the global luxury leader with unparalleled prestige. Goyard is the intimate heritage house that offers exclusivity through obscurity. Many connoisseurs own both.
104% Resale Retention
Goyard bags hold their value better than virtually any other luxury brand, often reselling for more than original retail price.
What Drives Premium Resale
- • Limited edition colors — Discontinued hues like the 2024 turquoise can sell for 150%+ of retail
- • Condition — New/excellent condition commands significant premiums
- • Full set — Original dustbag, pouch, and receipt add value
- • Personalization — Custom marquage can add or reduce value depending on buyer
Goyard FAQs
Is Goyard worth the money?
If you value heritage craftsmanship, exclusivity, and investment value, yes. The quality materials (hand-painted Goyardine, premium leather) and exceptional resale retention (104%) justify the price for most buyers.
Why is Goyard so expensive?
Goyard's pricing reflects handcrafted production in French workshops, proprietary materials with a secret formula, deliberate scarcity (~35 stores worldwide), and 172 years of heritage. Unlike mass-produced luxury, each piece involves significant artisan labor.
How do you pronounce Goyard?
"Goy-ARD" with emphasis on the second syllable. The "d" is pronounced softly. In French: /ɡwa.jaʁ/.
Can I buy Goyard online?
Yes, as of 2024 Goyard has quietly launched limited online shopping. However, not all products are available online, and the full experience still requires a boutique visit. The pre-owned market (Fashionphile, The RealReal) offers another option.
Which Goyard bag should I buy first?
The St. Louis PM is the classic entry point — it's the most iconic design, relatively affordable (~$1,890), and extremely versatile. If you prefer structure and security, consider the Artois with its zip closure. For a card holder or wallet, the Saint-Sulpice is popular.
Does Goyard hold its value?
Yes — better than almost any other luxury brand. On average, Goyard bags retain 104% of their retail value on the resale market. Limited edition colors and excellent condition pieces often sell significantly above retail.
What's the difference between St. Louis and Artois?
The St. Louis is unstructured, ultra-lightweight, open-top, and reversible with a detachable pouch. The Artois is more structured with leather-reinforced corners, a full zip closure, thicker canvas, and no pouch. Artois is ~$800 more expensive and better for work/commuting.
Is the St. Louis waterproof?
Water-resistant, not waterproof. The coated Goyardine canvas repels water and wipes clean easily. Goyard originally marketed it as a beach tote that could handle wet towels. However, submerging it or prolonged exposure to water isn't recommended.
Boutique & Online
Select items now available online
Goyard quietly launched online shopping in 2024, breaking from decades of boutique-only tradition. The flagship store remains at its original 1853 location: 233 Rue Saint-Honoré, Paris.
Pre-Owned Market
Find your Goyard now
Can't visit a boutique? The pre-owned market offers authenticated Goyard bags with strong value retention — often selling above retail for rare colors.
Explore Our Goyard Guides
Comprehensive buying guides with sizing, pricing, and everything you need to know.