Moynat Opens Avenue Montaigne Boutique

Moynat kept its cool during a very hot fashion week, celebrating the opening of its second boutique in Paris with an ice cream truck and other sweet treats.

Located at 34 avenue Montaigne, the new spot marks the handbag and historical French trunk maker’s second standalone location in Paris after its flagship on rue Saint-Honoré, which routinely attracts lines down the block.

The new location is poised to be a more casual and accessible retail outpost, just steps from Dior and taking over from the former Jimmy Choo spot on the famed shopping street.

To celebrate, Moynat has launched a boutique-exclusive, limited-edition capsule collection from the house’s M Collection, crafted in its signature brown coated canvas with contrasting colored piping inspired by archival trunks, reinterpreting the house’s iconic Monogram.

There will be 100 of each of the six colors available.

The front window is anchored by a stack of vintage Moynat pieces bound by color-coded straps, shaped into a sculpture by artist Michael Samuels. The house’s history is on display, with some of the trunks dating back to the 1850s.

“They all have a little secret,” said a spokesperson from the house. “When we open them, it’s always very different inside.”

Moynat has an extensive archive to work with and continues to buy up pieces on auction when they are available. The archive includes some early editions made of hardwood and later models that feature founder Pauline Moynat’s waterproof coated canvas, developed in the 1870s.

The historical pieces continue to inspire current collections and brand storytelling, as Moynat works to solidify its positioning in the luxury space.

On-site an in-house artist can personalize bags with hand-painted initials, Parisian landscapes such as one Eiffel Tower drawing on display, or even portraits of clients’ pets. The work takes the artist a full day to complete.

Practically postage-stamp size at 430-square-feet, the boutique has an intimate feel in dark woods and soft suede walls. The space was designed by an in-house team, and meant to offer a more personalized shopping experience.

Moynat, acquired in 2010 by LVMH Moët Hennessy Louis Vuitton chair and chief executive officer Bernard Arnault’s holding company Groupe Arnault, is growing, but cautiously. The brand does not aim for mass-luxury global domination.

“It’s about thoughtful, steady growth,” and not expansion for expansion’s sake, the brand spokesperson said. The brand is also comfortable with the smaller store concept, which allows for more intimate sales approach. The standalone store portfolio will remain balanced across Europe and Asia as well.

While the luxury market is facing overall economic headwinds, and the post-pandemic quiet luxury moment might have passed, Moynat said it is increasingly reaching a younger demographic that resonates with its positioning as an historical house along with the colorful and casual bags, as well as small accessories such as charms.

The new store should ease some pressure on the rue Saint-Honoré flagship, which routinely sees lines down the block.