How much is a Goyard bag? Why is Goyard so expensive?

Goyard is a luxury bag brand from Europe. Since 1853, it has been serving the European nobility and elite class, inheriting the century-old craftsmanship of French leather goods artisans.

The high price of Goyard bags stems from its top luxury positioning that integrates century-old heritage, ultimate craftsmanship and scarcity strategy.

If you have ever seen someone carrying a Goyard bag walking down the street, you might have noticed its elegance and luxury. That is to say, purchasing a Goyard is not merely about buying a bag; it is more about owning a hereditary work of art and an invisible identity pass. Its value has transcended the physical object itself and has become a cultural symbol.

Why is Goyard bag so expensive? This post will explore the price of Goyard bags and analyze the reasons for their high cost.

 

What is a Goyard bag?

Goyard bag is a high-end luxury handbag, tote bag or accessory made by the French luggage manufacturer Goyard, renowned for its exclusivity, heritage and signature hand-painted patterns.

Goyard bags are renowned for their French elegance and practical design, making them a fashionable must-have for urban life. Its classic Saint Louis tote bag is lightweight, durable and has an extra-large capacity, which can easily meet the needs of daily commuting, urban life or short trips.

Goyard bags are made of the signature Goyardine canvas, a coated fabric made from a blend of natural materials such as linen and cotton. It not only has the luster of leather but is also waterproof, anti-corrosive, wear-resistant and durable.

 

The features of Goyard

Signature material: Made of Goyardine canvas, this is a durable, lightweight, waterproof coated fabric made of linen and cotton, renowned for its subtle and unique Chevron pattern.

• Hand-drawn craftsmanship: The pattern of each bag is carefully crafted from a template and hand-drawn to ensure that no two bags are the same. This handcraft highlights its luxurious status.
• Cautious luxury: Goyard avoids obvious signs and prefers understated elegance. Its appeal lies in being recognized as a “secret” by those familiar with the tradition of luxury goods, in line with the value of “quiet luxury”.
• Customization: The owner can personalize the bag with hand-drawn initials, stripes or symbols to enhance its uniqueness.
• Legacy: Founded in 1853, Goyard has served the nobility and the elite throughout its history, solidifying its image as a connoisseur brand.

Owning a Goyard bag is not merely an accessory – it is an investment in tradition, craftsmanship and exclusivity. From the iconic Saint Louis Tote to the limited edition masterpieces, each piece embodies the brand’s concept of “timeless beyond trends”. With its unwavering quality and understated charm, Goyard continues to define modern luxury.

Where is Goyard from?

Goyard is from France. It is a long-established French luxury goods company, founded in Paris in 1853.

Goyard was originally a trunk-making company (originally named Maison Morel), and later Francois Goyard took over and renamed it after himself. Today, Goyard is renowned for its craftsmanship, heritage and iconic Goyardine canvas, all of which are proudly rooted in French tradition.

 

The history of Goyard

Goyard was founded in 1853 and its history can be traced back to 1792, when it was a workshop for manufacturing suitcases called Maison Martin founded by pierre-franois Martin.

In 1834, Martin handed over his business to his apprentice Louis Henri Morel through marriage.

After the death of Louis-Henri Morel in 1852, the then young apprentice Francois Goyard took over the store and officially established the Goyard brand in 1853.

Since 1856, the brand’s headquarters and flagship store have been located at 233 Rue Saint-Onora in Paris, near Place Vendome, and have been at the core of its identity for over 160 years.

The Goyard brand is deeply rooted in French tradition and craftsmanship, and is renowned for its handcrafted suitcases, luggage and accessories that serve European royal families and nobles.

Therefore, essentially, Goyard is a typical Parisian brand, representing the French tradition of outstanding craftsmanship and understated luxury.

 

Where is Goyard bag made?

Goyard bags are made in France, adhering to the long-standing tradition of French craftsmanship and handcrafted production.

 

Exclusive Workshop for Suitcases: Carcassonne

• Hard case production: The travel bags are made in an independent workshop in Carcassonne, southern France. They are framed with poplar or beech wood and equipped with palladium hardware. Each case is engraved with the initials of the craftsman.
• Limited production strategy: Annual output is only about 10,000 pieces, and automated production is refused to maintain scarcity.

 

Core Workshop: Paris

• Historical Inheritance: Since its establishment in 1853, the brand has always taken 233 rue du Faubourg Saint-Honore in the center of Paris as its production and design center.
• Craftsmanship team: Over a hundred technicians complete the entire process from cutting to sewing by hand here. Each bag takes several weeks to ensure the “Tout a la main” label.

It is understood that some of the bags of the Goyard brand are produced in its own studio (workshop) located in the Normandy region of France.

 

Complies with French manufacturing standards

Goyard strictly complies with the EU regulations on “Made in France”

• The final substantive transformation: All key processes (cutting, splicing, assembly) are completed in France.
• Local material usage: More than 50% of the materials (such as canvas and leather) must come from France.
• Ethical craftsmanship: Craftsmen strictly abide by labor laws. Each bag is printed with the manufacturer’s initials and serial number for traceability.

 

Exclusivity and quality control

• No outsourcing: Unlike many luxury brands, Goyard refuses to subcontract production to other countries. Even limited editions, such as the 2023 Aligre bag (a hand-woven coffee with a Goyardine accent), bear the label “Made in France”.
• Strict inspection: Each bag undergoes 30 quality checks, including pressure tests on handles and zippers, to ensure durability in line with the brand’s 170-year-old design tradition of being worth traveling.

Goyard is committed to maintaining the brand’s strict quality standards and confidentiality. The production process is highly specialized and labor-intensive. The iconic Goyardine canvas and hand-painted Chevron patterns are meticulously crafted by skilled artisans.

 

How much is Goyard bag?

Goyard bags are renowned for their high-end craftsmanship and luxurious status, which means they are also very expensive. The price of Goyard bags varies greatly depending on the model, size and material.

It is worth noting that Goyard does not publicly disclose its prices online. Due to tax and currency exchange rate reasons, the prices in different countries and boutiques may vary.

 

Popular Models & Price Ranges

1. Saint Louis Tote(The most iconic and accessible model)

PM (Small):

• US: $1,710 (unchanged since 2025).
• Europe: €1,450 (~$1,504), offering a 13.7% saving compared to the US.
• China (via agent of purchase): ¥11,760 (French retail).
• Resale: Can fetch up to 112% of the original price, with well-maintained PM sizes often matching retail value.

GM (Large):

• US: $1,890.
• Europe: €1,600 (~$1,656), saving ~13.9%.
• China: ¥12,389.

 

2. Saigon Bag(A structured, high-end handbag)

Mini:

• US: $4,850 (pre-owned).
• China (French retail): ¥16,900 (new).
• Limited Editions: 2025 Iris Nano Saigon retails for $12,500.

MM:

• US: $3,852 (pre-owned).
• Saïgon PM: Approximately ~$4,200 – $4,800
• Saïgon GM: Can exceed $5,500+

 

3. Hobo Bag

Standard:

• China (French retail): ¥11,200–¥16,599 (new).
• China (domestic market): ¥16,670.
• Resale: Secondary market premiums of ¥5,000+ due to high demand.

 

4. Anjou Tote(The reversible version of the St. Louis)

Mini:

• US: $2,530 (post-2025 increase).
• Europe: €2,050 (~$2,126), saving 19%.
• China: ¥13,000 (French retail).

GM:

Approximately ~$2,600 – $3,000

 

5. Cap-Vert Camera Bag(A chic crossbody/shoulder bag)

• Approximately ~$1,800 – $2,300
• China (French retail): ¥5,660 (new).
• Resale: ¥11,699 (98 new).

 

6. Artois Tote (The structured, zippered version of the St. Louis)

PM: Approximately ~$1,900 – $2,200

GM: Approximately ~$2,200 – $2,500

 

Summary of Popular Models & Prices

Model	Size	Approx Price in Europe (€)	Approx Price in US ($)
Saint Louis PM	smaller tote	~ €1,450	~$1,710
Saint Louis GM	larger version	~ €1,600	~$1,890
Artois PM / MM	medium structured tote	~ €2,000–€2,200+	~$2,200–$2,500+
Anjou (PM / GM / Mini)	reversible tote styles	~ €2,350 to ~€2,650+ for PM/GM sizes	~$2,900–$3,400+

 

Which is the most expensive Goyard bag?

The resale price of the Grege Nano Saigon at its peak was $15,000, which might be the most expensive Goyard bag.

However, it’s hard to say which bag of Goyard is the most expensive, as the official Goyard does not disclose the pricing, and the prices at boutiques in different countries/regions may vary due to tariffs, tax rates and pricing strategies. So the price range of the most expensive Goyard bags is just a reference price.

However, it can be roughly determined that Goyard’s most expensive bag models are usually high-end custom-made or rare leather limited editions, such as those made of rare materials like crocodile leather, and their prices may far exceed those of the brand’s classic tote bags.

 

The most expensive Goyard bag: Goyard Saigon

Goyard Saigon can reach a very high price. It is reported that at some auctions, the price of rare Nano colors or Saigon limited editions is more than 12,000 US dollars.

Iris Nano Saigon follows Goyard’s tradition of creating coveted miniaturized designs, such as the 2023 Grege Nano Saigon, which is resold for $15,000.

Ordinary high-end bags, such as the Saint Louis GM, Anjou, Artois, etc., have official retail prices (new) above $2,000 – $4,000 depending on size, structure and color.

 

The most expensive Goyard bag

Bag Model / Style	Price (Approximate)	Key Features & Context
Saint Léger Backpack	~$5,850 USD	Pre-owned item (2021-2024), made in France, iconic Goyardine canvas.
Saint Louis GM Tote	~$4,960 USD	Pre-owned item (2000-2020 era), made in France, in “very good” condition.
Saïgon Souple Mini	~$3,175 USD	Pre-owned item (2019), features a wooden top handle and removable strap.
Vendome Bag	~$2,300 USD	Condition described as “Like New”, made in France, includes dust bag.

 

Why is Goyard so expensive?

There are some reasons why Goyard bags are so expensive. The price of Goyard bags is influenced by multiple factors such as brand scarcity, material and craftsmanship, market supply and demand, design practicality, brand positioning and consumer psychology.

 

Heritage and Origin: “You Are Buying a Piece of History”

Goyard was founded in 1853, which is even older than Louis Vuitton. It has a long history of making suitcases and luggage for the royal family, nobility and global elites, with documented records. This legacy is not merely a marketing story; This is a true legacy that adds tremendous intangible value and prestige, demonstrating a premium that new brands cannot achieve.

 

Scarcity strategy and brand tone

Goyard deliberately creates a sense of scarcity through an extremely limited number of stores (only 35 worldwide) and zero online sales channels. Consumers have to queue up to make a purchase. Even popular styles like Hobo underarm bags need to be stocked separately. This kind of “hunger marketing” directly drives up the product premium. At the same time, the brand does not advertise or seek endorsers, attracting consumers who pursue uniqueness with a cold and mysterious atmosphere.

 

Material and process costs

• Core material: Goyardine canvas was invented in 1892. This iconic material is not merely cloth. It is made of Goyardine-coated canvas, which is woven from linen, cotton and hemp fibers and then coated with smooth gum aldose. It has the characteristics of being waterproof, wear-resistant and lightweight (for example, the Saint Louis small tote bag weighs only 250 grams). This was an innovation long before other luxury brands developed coated canvas.
• Hand-painted canvas: Unlike the machine-printed logos of most luxury brands, every canvas pattern of Goyardine is completely hand-printed and painted. This is a very time-consuming process, accomplished by a few well-trained artisans. This human touch ensures that no two pieces are exactly the same, and each bag represents a large number of skilled laborers.
• Handcrafted: From the construction of the poplar wood frame to the inlaying of metal fittings, the entire process is completed by hand by artisans to ensure that each piece is unique. The iconic Y-shaped pattern is presented through a fully hand-painted dot technique. The four-color dots symbolize four kinds of flowers, and the three V shapes represent the family’s three-generation inheritance.
• Customized services: The renowned hand-drawn personalization service (initials, stripes, symbols) and lifetime after-sales service are two expensive services rather than free benefits. It requires additional, highly skilled artisan time, significantly increasing the final price and transforming a standard item into a unique, personalized possession.

 

Functional design meets diverse needs

• Lightweight and durable: The Goyard bag is extremely light in weight but has an astonishing capacity. The small tote bag can hold a 13-inch computer or A4 documents. Made of canvas coating, it is dirt-resistant and slightly waterproof, making it suitable for various scenarios such as commuting and traveling.
• Multi-scenario compatibility: The design strikes a balance between business and leisure. Whether it’s a well-dressed business setting or a sporty and casual city street, Goyard pairs well with it without any sense of incongruity. It has been described by netizens as “suitable for both formal occasions and street stalls”.
• Practical details: For instance, the open design requires a small bag to hold documents, and the independent and detachable shoulder strap avoids uneven lengths due to single-shoulder use. These details enhance the user experience.

 

Market supply and demand and consumer psychology

• Imbalance between supply and demand: Popular styles such as Saigon tote bags have been out of stock for a long time. Consumer demand far exceeds supply, resulting in persistently high prices.
• Identity recognition: Goyard’s monogram design is neither the brand logo nor the initial letter, but rather a three-dimensional effect formed by the arrangement and combination of letters Y. This understated “dizziness” makes it a touchstone for testing one’s personal temperament. People carrying Goyards are often regarded as “wealthy people with a bit of taste”, satisfying the middle class’s demand for niche taste and luxury identity recognition.
• Financial attributes: A report released by the US second-hand luxury e-commerce platform Rebag shows that Goyard is the handbag brand with the highest retention rate after Hermes, with a premium of over 100%, further enhancing its appeal.

 

Pricing strategy and price range coverage

The price range of Goyard is rich. There are high-end styles priced from $4,000 to tens of thousands of dollars, as well as entry-level handbags like Saint Louis priced around $1,700. This strategy not only maintains the brand’s high-end image but also lowers the purchase threshold for consumers, attracting a broader customer base.

 

Buying a Goyard is a symbol of status

When you buy a Goyard, you are buying more than just a bag. You are purchasing:

• Handcrafted artworks: Their value lies in hundreds of hours of artisan training and the time-consuming painting process.
• A symbol of status: It marks the members of a unique circle that values tradition over hype.
• Durable and practical family heirloom: The quality of the materials and structure means that this bag can last for decades.
• Personalized possession: Customize options to make it your sole possession.

Goyard’s pricing strategy integrates traditional craftsmanship, strategic exclusivity and response to global economic trends. Although factors such as materials and regional taxes have set a bottom line, the brand’s ability to cultivate desire through limited editions and a strong resale market ensures that its bags remain a coveted – and expensive – symbol of luxury.

 

What is the cost of manufacturing a Goyard bag?

The specific production cost of a Goyard bag is difficult to obtain directly, so there is no way to know exactly how much a Goyard bag costs. However, based on the data of various luxury bags, the manufacturing cost of a bag is approximately 10-25% of its retail cost. That is to say, if the price range of a Goyard bag is between 2,000 and 5,000 US dollars, the cost of manufacturing a bag is roughly between 200 and 1,000 US dollars, or even lower.

As a luxury brand, Goyard’s pricing strategy covers the cost of handcrafted production, brand premium, scarce design and material expenses. The brand takes pure handcrafted manufacturing as its selling point. Every pattern is hand-painted by artisans, and this process significantly increases production costs. Meanwhile, the average price of Goyard bags is over two thousand US dollars. Among their high prices, brand premium accounts for a significant proportion, reflecting the market positioning of luxury brands.

Overall, the cost of Goyard bags is much lower than their selling price. Handcrafting, brand premium, scarce design and material costs together form the basis for their pricing. If you find a bag manufacturer, you can produce bags of almost the same quality at a cost of about 10% of the retail price.

 

The approximate cost of luxury bags

Brand & Model	Retail Price	Estimated Material Cost	Estimated Labor & Material Cost
Goyard Standard Model (e.g., Saint Louis PM)	~$1,700	$100	$180–$450
Goyard Limited Edition (e.g., Iris Nano Saigon)	~$12,500	$300	$1,000 – $2,000
GUCCI Dionysus Mini	~$1,100	$35	$115
LOEWE Puzzle Mini	~$2,450	$50	$170
PRADA Saffiano Mini	~$1,200 (est.)	$50	$120
CHANEL Zipped Wallet	~$1,200	$30	$90

 

How to make bags like Goyard’s but at a low cost?

If you are running your own bag business and want to customize bags of the same quality as Goyard’s at a lower cost, is it possible? Gionar tells you that this is achievable, but it requires trade-offs in terms of materials, processes, etc.

The key to low-cost production of bags is to understand the true cost. In luxury goods, the cost of physical products usually accounts for only a small portion of the final retail price, which mainly includes brand, marketing and retail experience. Focusing on high-quality products without a “luxury tax” can save a significant amount of money.

 

Select alternative materials

Component	Goyard’s Version	Low-Cost Alternative
Coated Canvas	Cotton/linen canvas + resin coating	Pre-coated canvas (PVC-coated cotton, PU)
Handles	Natural leather (sometimes vegetable-tanned)	PU leather or budget chrome-tanned leather
Lining	Linen or cotton	Cheap cotton twill or synthetic fabric
Hardware (if any)	Very minimal	Low-cost zinc alloy or plastic (optional)

Process and quality control

It is recommended that you cooperate with high-quality bag manufacturing factories, whether at home or abroad. Maintaining consistent quality is of vital importance. It is recommended to cooperate with Gionar. Gionar is a leather bag manufacturer based in Guangzhou. Since 2006, it has been dedicated to providing customization services for mid-to-high-end leather bags. This can protect your brand reputation and reduce customer returns.

 

Expected cost

Item	Estimated Cost per Bag (Low Volume)
Coated canvas	$10–$32
Handles (PU/leather)	$4–$8
Lining and thread	$1–$2
Paint/printing supplies	$5–$15
Hardware & Accessories	$9–$18
Labor or your time	Varies
Packaging & Logistics	$4–$8
Total	$40–$85 per bag

 

Where to buy a Goyard bag?

If you want to purchase a new Goyard bag, the only way is to go to the official Goyard boutique. Goyard does not sell its products, especially new ones, online through department stores or any authorized third-party retailers.

 

Look for official boutiques

• Suggestion: Use the store locator on the Goyard official website. This is the only reliable source of premium addresses.
• Main locations: Goyard has boutiques in major cities around the world, including:
• United States: New York, Los Angeles, Miami, Honolulu, etc.
• Europe: Paris, London, Milan, Madrid, etc.
• Asia: Tokyo, Hong Kong, Singapore, Seoul, etc.

 

Official Boutiques / Flagship Stores

City	Boutique / Address (or notable store)
Paris, France	Maison Goyard, 233 Rue SaintHonoré (their classic flagship)
Paris, France	Maison Goyard, 66 Rue François1er (new boutique)
London, UK	Maison Goyard, 103 Mount Street, Mayfair
Milan, Italy	Goyard boutique on Via Montenapoleone
Monaco	Avenue de MonteCarlo location
New York, USA	Maison Goyard at 20 E 63rd Street (Upper East Side)
(Soon / moving)	Goyard is relocating its NYC store to 699 Madison Avenue (future flagship)

 

Resale market

• Secondary market: Websites like The RealReal, Vestiaire Collective and Rebag may have second-hand Goyard bags.
• Risk: The market is flooded with super counterfeits that are hard to identify. There is a high risk of buying counterfeit goods from anywhere other than the official boutique.
• Suggestion: To ensure authentic products and a complete brand experience, it is strongly recommended to purchase directly from the Goyard boutique.

 

A place where you can’t buy genuine Goyard bags

• Online markets (such as eBay, Farfetch, Mytheresa, Amazon)
• Department stores (such as Saks, Harrods, Selfridges)
• Resale website – Although second-hand bags may appear, Goyard does not guarantee their authenticity.
• Instagram or private sellers

 

Precautions for purchasing Goyard bags

Never trust online sellers of “new Goyard bag” unless they have been verified and provided certification. Goyard usually does not conduct e-commerce sales through third-party websites.

• Check the boutique policy: Some boutiques only allow exchanges under strict conditions (or not at all).
• Use VAT refund: If you purchase in the EU (such as Paris or Milan) as a non-EU resident, you may be eligible for a VAT refund, saving approximately 10-12%.
• Advance reservation: Many boutiques have limited inventory and may require a reservation, or they may recommend that you arrive early.
• Personalization takes time – acronyms or hand-drawn stripes often require an additional few weeks.

 

Conclusion

Goyard bags are renowned for their unique handcrafted techniques and practical designs. They have distinctive advantages in terms of materials, craftsmanship and scarcity, which are also the reasons for their high prices. The Goyard brand adheres to a “low-key luxury” approach. Despite the high prices of its bags, they retain their value well. In 2024, their second-hand market retention rate reached 104%, surpassing that of Hermes.

The business model of the Goyard brand and its philosophy in bag manufacturing are worth learning from and drawing upon by professionals in the leather manufacturing industry as well as every bag brand.

If you are running your own bag business and want to customize leather bags of the same quality as luxury brands, please feel free to contact Gionar. We are a leather bag manufacturer specializing in high-end quality handbags and have over 19 years of experience in the bag manufacturing industry.