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He also laid the foundations for the brand as we know it today, as he came up with the emblematic Goyardine canvas, launched a pet accessories range and developed products for automobiles. Robert followed his father’s footsteps and ran the business from 1937 to 1979.
He partnered with his eldest son Robert, and together they ran E. The Goyards originated from Clamecy in Burgundy, where the family males had long worked as log drivers.
The apprentice received a state-of-the-art training under the dual guidance of Pierre François Martin and Louis-Henri Morel. In a short time, the house’s corporate name changed from Morel to Goyard, and from Goyard to Goyard Ainé (French for "elder", François being the firstborn among Goyard brothers), as to differentiate himself from his siblings.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.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.
On 17 December, Edmé Goyard’s father died at the age of 72.