Moynat opens second Paris boutique on Avenue Montaigne

Fashion Network

a day ago

Last weekend, Avenue Montaigne was the scene of an unexpected event. Moynat has just opened a new boutique at number 34 on the prestigious Parisian thoroughfare, and for its inauguration at the height of Paris Fashion Week, the French leather goods house set up an ice cream parlor and a vintage car loaded with old trunks on the thoroughfare.
This forty-square-meter space, previously occupied by Jimmy Choo, joins its flagship store at 348 rue Saint-Honoré and corners at Le Bon Marché Rive Gauche and Galeries Lafayette. In all, Moynat has 28 boutiques, a figure that rises to 32 when shops-in-shops in department stores are taken into account.
In this intimate setting, the brand hopes to appeal to local customers, offering them a highly personalized experience. An illustrator is on hand at the trunk-shaped counter at the entrance, ready to customize a bag by painting initials or other decorations, such as retro luggage tags in the form of postcard landscapes.
The store is fitted out in light wood with leather-covered shelves. Opposite the window is an installation by London artist Michael Samuels, assembling various archive trunks and suitcases.
For this inauguration, Moynat is launching a capsule collection of limited-edition tote bags from its "M" collection, made in the house's signature brown canvas. They are sold exclusively in this store at 2,250 euros each. For the occasion, two new bag models are also previewed on site: the Pauline clutch and the Moon bag.
Distributed exclusively through its own sales network, the historic trunk-maker founded in 1849, acquired in 2010 by the holding company of the Arnault family, owners of LVMH, is present in some ten countries around the world, with a significant tourist clientele from the United States, Asia, and the Middle East. The label has been led since 2020 by managing director Lisa Attia, while products have been designed for the past three years by "a collaborative in-house studio".
Today, Moynat creates handbags, accessories, and travel items ranging from 750 euros for a clutch to 8,200 euros for alligator creations. Most of the bags can be recognized by the famous M canvas made from a cotton and linen blend, and by their high quality, being manufactured in France and Italy. Some models are also made from rare, precious skins, with prices ranging from 45,000 to 58,000 euros.
In recent years, Moynat has expanded while maintaining a niche profile. "It's a brand that's growing well, but remains confidential, with limited distribution and relying on an ultra-faithful clientele," said a spokesperson for the discreet house.