What is "goyard"

Goyard is a French trunk and leather goods maker. Established in 1853 in Paris, and previously doing business as Martin (Pierre-François Martin founded the House of Martin in 1792) and then Morel, it is the oldest such organization still in business, older than Louis Vuitton by one year. François Goyard (1828–1890) made box making, packing and trunk making the family’s trade when he purchased Maison Morel, successor to Maison Martin. Edmond Goyard (1860–1937) expanded his business from 1885 to 1937. Robert Goyard (1893–1979) was the face of the brand during the booming post-war years. François Goyard played a significant role in further increasing the firm’s growth with his daughter Isabelle Goyard (1959-). Jean-Michel Signoles bought Goyard in 1998, and turned the privately-owned company into an internationally renowned brand.

The brand is known for a certain amount of secrecy, eschewing self promotion, advertising, or e-commerce, and refusing to grant interviews.