Goyard Launches Online Shopping
For over a century, Goyard has stood apart from the rest of the luxury world — an emblem of quiet prestige that thrives not on hype, but on heritage. In an age where even the most exclusive fashion houses flood social media with campaigns and influencer collaborations, Goyard has remained an enigma. No advertisements. No flashy socials. No e-commerce. Just understated craftsmanship, whispered about by those who truly know.
But recently, something has shifted. In particular, Goyard has quietly launched online shopping. That’s right, the Maison that once prided itself on inaccessibility has stepped — ever so carefully — into the digital era. Though this isn’t as straightforward as it sounds.
The Fascinating Story of Goyard
Founded in 1853, Goyard has always defined itself through discretion. Unlike its industry competitors (e.g., Louis Vuitton) that chase spotlight through fashion shows or popular celebrity endorsements, Goyard chose to build its brand quietly, without glossy ads and no digital fanfare — just timeless craftsmanship whispered from one connoisseur to another.
Walking into a Goyard boutique also feels less like shopping and more like gaining entry to a well-kept secret, with the absence of price tags, the limited number of retail locations, and the hushed, personal service only adding to this aura of mystery.
The Modern Shift
So, I think it isn’t difficult to see why this quiet launch of online shopping came as a surprise to even the most loyal followers of Goyard. Furthermore, the move was not preceded by any grand announcement, press release, or campaign — in true Goyard fashion. Instead, those registered with the brand began to notice a new option on its website: the ability to purchase items online.
But before you imagine scrolling through tens of pages of Goyard products ready to add to your cart, there’s a catch. True to its ethos, Goyard’s online shopping experience is not open to the public. Basically, the access is limited to exclusively registered clients, preserving the sense of privilege that has always defined the brand.
Furthermore, the online offering isn’t a full product lineup, but rather a curated selection of personalizable products, such as the brand’s St. Louis Tote, the Mini Anjou Bag, and the Saint-Sulpice Card Wallet. Thus, Goyard hasn’t simply gone digital; it has brought its artisanal tradition into the online space, ensuring that every purchase remains deeply personal.
What this means for Goyard
Could this be the beginning of a broader digital expansion for Goyard? I wouldn’t be so sure, to be honest. The thing is that the Maison’s philosophy has always been about restraint, and this carefully curated step into e-commerce is likely just the beginning of a very slow evolution. So, don’t expect to see a full-blown Goyard e-commerce store anytime soon!
That said, I’d personally be thrilled if they took just one more modern step — by finally sharing the prices of their products online. It’s been an absolute headache trying to gather those numbers over the years (hence why I will really appreciate if you also check out my Goyard tote price guide for 2025)!
xoxo’s, Masha S.
