Goyard Tote and Artois | LUX-HANDBAGS

Goyard has never been a brand that shouts about its business decisions. The Parisian trunk maker, famous for its chevron-printed Goyardine canvas and its refusal to sell online, prefers to let its boutiques do the talking. So when the house adjusted prices on its most coveted totes in the United States in spring 2025, there was no press release, no explanatory note, and no apology. There was simply a new number on the tag.

Goyard 2025 US price increase overview for Saint Louis, Anjou, and Artois totes

The adjustments, which took effect in May 2025, range from roughly 6.7% to 10.5% depending on the model and size. Goyard has offered no official comment on the reasoning, but the timing places the brand alongside a broader wave of luxury houses recalibrating their US pricing. Hermès is the only major maison to have publicly tied its recent American increases to tariff pressures, while Cartier and Van Cleef & Arpels have also nudged prices upward stateside in recent months. Chanel, for now, has chosen to hold steady.

For anyone eyeing a Goyard tote, the practical takeaway is simple: the Saint Louis, the Anjou, and the Artois all cost more in the US than they did at the start of the year — and Europe looks increasingly tempting by comparison.

The Saint Louis: Goyard's Signature Tote Gets a Double-Digit Bump

The Saint Louis is the bag most people picture when they hear the word Goyard. Lightweight, slouchy, and instantly recognizable, it is the entry point into the house for many collectors. It is also the model that absorbed one of the steepest increases of the group.

Both the PM and GM sizes rose by 10.5% in the US. The Saint Louis PM moved from ,710 to ,890, a jump of 0. The larger GM climbed from ,890 to ,080, an increase of 0.

Goyard Saint Louis tote carried in the wild

Saint Louis US Pricing, February vs. May 2025

Saint Louis PM: ,710 → ,890 (+0, +10.5%)
Saint Louis GM: ,890 → ,080 (+0, +10.5%)

The Anjou: Reversible Luxury, Recalibrated by Size

The Anjou takes the Saint Louis silhouette and elevates it with a reversible, leather-lined construction that gives the bag two distinct faces. Its price changes are more nuanced than the Saint Louis's flat increase, varying by size.

The Mini saw one of the largest single jumps in the entire lineup, rising 0 to ,770, or 9.4%. The PM moved from ,980 to ,180, and the MM went from ,260 to ,590 — both increases of 6.7%.

Anjou US Pricing, February vs. May 2025

Anjou Mini: ,530 → ,770 (+0, +9.4%)
Anjou PM: ,980 → ,180 (+0, +6.7%)
Anjou MM: ,260 → ,590 (+0, +6.7%)

The Artois: Structured, Zipped, and Pricier

The Artois rounds out Goyard's core tote trio with a more architectural shape and a zip-top closure, appealing to shoppers who want the Goyardine look with a bit more security and structure. Every size moved upward by roughly 9% to 10%.

The PM now retails at ,700, up 0 from ,470. The MM rose 0 to ,980, and the GM increased 0 to ,250.

Artois US Pricing, February vs. May 2025

Artois PM: ,470 → ,700 (+0, +9.3%)
Artois MM: ,710 → ,980 (+0, +9.9%)
Artois GM: ,960 → ,250 (+0, +9.7%)

Does Europe Still Win on Price?

This is the question every US-based Goyard shopper asks after a price hike, and the answer remains a qualified yes. Using an exchange rate of roughly €1.00 = .14 as of late May 2025, European retail prices still undercut American ones across every tote and size — though the gap has not widened dramatically compared with earlier in the year.

In other words, US prices went up, but European prices did not move in tandem, so the relative savings for American shoppers buying abroad are roughly consistent with what they were before the increases. Exchange rates, of course, fluctuate daily, so any calculation is a snapshot rather than a guarantee.

Saint Louis: US vs. Europe

Saint Louis PM: ,890 in the US vs. €1,450 (about ,646) in Europe — savings of roughly 4, or 12.9%
Saint Louis GM: ,080 in the US vs. €1,600 (about ,816) in Europe — savings of roughly 4, or 12.6%

Anjou: US vs. Europe

Anjou Mini: ,770 in the US vs. €2,050 (about ,327) in Europe — savings of roughly 3, or 15.9%
Anjou PM: ,180 in the US vs. €2,350 (about ,668) in Europe — savings of roughly 2, or 16.1%
Anjou MM: ,590 in the US vs. €2,650 (about ,008) in Europe — savings of roughly 2, or 16.2%

Artois: US vs. Europe

Artois PM: ,700 in the US vs. €2,000 (about ,270) in Europe — savings of roughly 0, or 15.9%
Artois MM: ,980 in the US vs. €2,200 (about ,497) in Europe — savings of roughly 3, or 16.2%
Artois GM: ,250 in the US vs. €2,400 (about ,724) in Europe — savings of roughly 6, or 16.1%

The pattern is clear: the Anjou and Artois lines offer the widest transatlantic spreads, hovering around 16%, while the Saint Louis sits closer to 13%. For a shopper already planning a trip to Paris, Milan, or London, the math can easily justify a boutique visit. For everyone else, the calculation has to account for airfare, duties, and the simple fact that Goyard boutiques abroad can be notoriously difficult to walk into without a wait.

What the Increase Says About the Luxury Market

Goyard's quiet adjustment fits a broader pattern across the luxury sector in 2025. Brands are navigating higher operating costs, currency shifts, and an American market that has become more price-sensitive even as demand for heritage craftsmanship remains strong. Some houses have chosen transparency; others, like Goyard, have chosen silence.

For collectors, the practical effect is a familiar one: the cost of entry keeps rising, and the secondary market tends to follow. Goyard's refusal to sell online and its limited boutique network mean that availability, not just price, shapes the buying experience — and scarcity has a way of making each increase feel more consequential.

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The Bottom Line

Goyard's spring 2025 price increase is modest in percentage terms but meaningful in practice. The Saint Louis, the brand's most accessible tote, now starts at ,890 in the PM size. The Anjou and Artois, which sit higher in the lineup, have crossed well beyond the ,500 mark in most sizes.

Whether these new figures push you toward a European boutique or simply toward a longer pause before your next purchase, one thing is certain: Goyard's understated approach to pricing is, in its own way, as deliberate as its understated approach to marketing. The house does not announce. It simply adjusts, and the faithful adjust with it.

Goyard price increase 2025 US

Goyard Saint Louis tote price 2025

Goyard Anjou tote price increase

Goyard Artois tote new price US

Goyard US vs Europe price 2025

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