He created the first Goyard advertisements, participated in various World Expositions and opened four branch stores. Įdmond Goyard, drawing on his father François Goyard's work, turned the store on rue Saint-Honoré into an increasingly elitist luxury brand with an international clientele.
After a thirty-two-year-tenure as head of business, François handed the company over to his 25-year-old eldest son Edmond on April "1st", 1885. His successors remained at this location at the corner of rue Saint-Honoré and rue de Castiglione, near Place Vendôme. On account of the new street numbering policy implemented in Paris in 1856, the address changed to 233, rue Saint-Honoré. In 1834, Pierre François Martin moved his store from 4, Rue Neuve des Capucines, where Louis Vuitton opened in 1854, to 347, rue Saint-Honoré. a city in the northwestern suburbs of Paris.When he died, François Goyard left his son Edmond with a very reputable business with workshops in Bezons, In a short time, the house's corporate name changed from Morel to Goyard, and from Goyard to Goyard Aîné (French for "elder", François being the firstborn among Goyard brothers), as to differentiate himself from his siblings. Monsieur Morel died suddenly on 24 August 1852. The apprentice received a state-of-the-art training under the dual guidance of Pierre François Martin and Louis-Henri Morel. In turn, Louis-Henri Morel, passed on his skills and knowledge to a seventeen-year-old apprentice by the name of François Goyard, whom he hired in 1845. Morel followed on Martin's footsteps, and introduced himself as the "Successor to former Maison Morel, located on rue Neuve-des-Capucines, near Place Vendôme." He was also instrumental in arranging her marriage to one of his employees, Louis-Henri Morel (1817–1852). Pierre François Martin was the guardian of a young female ward, Pauline Moutat, and gave his business as her dowry. Maison Martin's store sign featured references to the three traditional crafts of "box making, trunk making and packing" that were at the core of its business. Maison Morel was the official purveyor of Marie-Caroline de Bourbon-Sicile, duchesse de Berry, an honor that granted it the title of "box maker, trunk maker and packer of Her Royal Highness The Duchess of Berry". Logo used by the company: "Goyard" incorporated into the letter G Maison Morel
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