Goyard
Goyard is a French trunk maker founded in 1853 in Paris. The company originated as Maison Morel, which was later acquired by François Goyard, establishing the Goyard family in the trade of trunk making and luxury packing.
His son Edmond Goyard expanded the brand and developed its reputation between 1885 and 1937. Robert Goyard continued its growth, particularly in the post-war period. In 1998, Jean-Michel Signoles took over the Maison, contributing to its international expansion while maintaining its heritage and craftsmanship.
History
Maison Morel
Maison Morel was official purveyor to Marie-Caroline of Bourbon-Two Sicilies, Duchess of Berry, an honour that granted it the title of "box maker, trunk maker and packer of Her Royal Highness The Duchess of Berry". Maison Martin's store sign featured references to the three traditional crafts of "box making, trunk making and packing" that were at the core of its business. Pierre François Martin was the guardian of a young female ward, Pauline Moutat, and gave his business as her dowry. He was also instrumental in arranging her marriage to one of his employees, Louis-Henri Morel. Morel followed on Martin's footsteps, and introduced himself as the "Successor to former Maison Morel, located on rue Neuve-des-Capucines, near Place Vendôme."In turn, Louis-Henri Morel, passed on his skills and knowledge to a seventeen-year-old apprentice by the name of François Goyard, whom he hired in 1845. The apprentice received a state-of-the-art training under the dual guidance of Pierre François Martin and Louis-Henri Morel. Monsieur Morel died suddenly on 24 August 1852.
Maison Goyard
In a short time, the house's corporate name changed from Morel to Goyard, and from Goyard to Goyard Aîné, as to differentiate himself from his siblings. When he died, François Goyard left his son Edmond with a very reputable business with workshops in Bezons, a city in the northwestern suburbs of Paris.In 1834, Pierre François Martin moved his store from 4, Rue Neuve des Capucines, where Louis Vuitton opened in 1854, to 347, rue Saint-Honoré. On account of the new street numbering policy implemented in Paris in 1856, the address changed to 233, rue Saint-Honoré. His successors remained at this location at the corner of rue Saint-Honoré and rue de Castiglione, near Place Vendôme. After a thirty-two-year-tenure as head of business, François handed the company over to his 25-year-old eldest son Edmond on April 1, 1885. The house changed its name to E. Goyard Aîné.
Edmond Goyard, drawing on his father François Goyard's work, turned the store on rue Saint-Honoré into an increasingly elitist luxury brand with an international clientele. He created the first Goyard advertisements, participated in various World Expositions and opened four branch stores. He also laid the foundations for the brand as we know it today, as he came up with the Goyardine canvas, launched a pet accessories range and developed products for automobiles. He partnered with his eldest son Robert, and together they ran E. Goyard Aîné et Fils. Robert followed his father's footsteps and ran the business from 1937 to 1979.
In 1998, a purchaser took over from the Goyard family: Jean-Michel Signoles, a keen collector of all things Goyard, undertook the challenge of reinventing Goyard with the help of his sons. Without the backing of a leading luxury brand group, he exploited the heritage of the house, built new workshops in Carcassonne, France, and opened retail stores all over the world.
From Clamecy to Paris
The Goyards originated from Clamecy in Burgundy, where the family males had long worked as log drivers. They were members of the Compagnons de Rivière, a guild of transporters moving firewood to Paris. The family name "Goyard" derives from the French "goujard", also spelled "goyard". This sickle-like tool with a blade attached to a two-metre-long strong wooden handle was used by the Bourguignon people from the Aube area to cut thorns they would then transplant onto hedgerow stakes.Edmé Goyard (1801–1879) moves to Paris
In 1832, a massive cholera epidemic decimated the population of Clamecy. On 17 December, Edmé Goyard's father died at the age of 72. His son subsequently left the hamlet with his wife and two sons, François and Claude, who were respectively four and two-years old. The family settled down in Paris and soon welcomed another son, Martin, who was born on 10 October 1833.Robert Goyard (1893–1979)
Just like his father did, Robert ran the store until his demise in 1979. His impact on the house proved considerable, as he constantly updated the range of products, notably by developing a new canvas. He patented the design for this woven canvas in 1965. The Chevron pattern remained, and the overall design was simplified, as the production process required, leaving the canvas bare of any name.Robert Goyard was also determined to contribute to the prestige of his neighbourhood. On 9 December 1936, the Place Vendôme Association was set up; on 25 July 1944, an extraordinary general meeting aiming to reform the association was held. The association initially changed its name to "Place Vendôme, Rue de la Paix and surroundings" before opting for "Comité Vendôme", its current name. Robert Goyard was instrumental in setting up this cooperative agreement by taking care of the formalities for its constitution and locating its offices at Goyard's headquarters at 233, rue Saint-Honoré.