You’ve seen them. That distinctive, interlocking chevron pattern—the Goyardine—dangling from the shoulders of everyone from Meghan Markle to the person sitting next to you at a high-end brunch spot. But if you try to find a price tag on their official website, you’ll hit a wall. Goyard doesn’t do e-commerce. They don’t even do "digital window shopping" well.
Honestly, the "if you have to ask, you can't afford it" vibe is part of the brand’s DNA. But we’re going to talk numbers anyway because, let’s be real, you want to know if that Saint Louis is going to set you back a month’s rent or a used car.
The Reality of 2026 Goyard Pricing
As of early 2026, the cost of a Goyard tote depends heavily on whether you’re standing in a boutique in New York, a shop in Paris, or scrolling through a resale site. Prices took a significant jump throughout 2025. What used to be a $1,600 bag a few years ago is now comfortably brushing against the $2,000 mark.
The most iconic model, the Saint Louis PM, currently retails in the United States for approximately $1,890. If you want the larger GM size, expect to pay around $2,080. These are the "entry-level" prices.
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It gets more expensive from there. The Artois, which many prefer because it actually has a zipper (revolutionary, I know) and reinforced leather corners, starts at roughly $2,700 for the PM size. Then you have the Anjou, the reversible leather-lined version of the Saint Louis. That one is a heavy hitter, with the Mini Anjou sitting around $2,770 and the Anjou PM climbing to $3,180.
Why the Price Fluctuates So Much
Goyard used to have a two-tier pricing system where "special colors" like orange, pink, or white cost more than the classic black and tan. They’ve mostly phased that out in retail boutiques—most colors now cost the same—but the secondary market hasn’t forgotten.
Geography is the biggest factor.
If you’re lucky enough to be in Paris, you’ll pay significantly less. A Saint Louis PM in Europe costs about €1,450. When you convert that to USD and factor in the VAT refund (the tax back you get as a tourist), you’re effectively paying closer to $1,500. Buying a Goyard in France is basically the only way to get a "discount" on a brand that never, ever goes on sale.
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Breaking Down the Models
- Saint Louis (The Lightweight Icon): This is the beach bag that became a status symbol. It’s unlined, meaning it’s basically a fancy pouch. It’s light. It’s floppy. It’s also the most affordable.
- Artois (The Workhorse): Because it has a zipper and more structure, it’s arguably more practical for city life. It feels sturdier because the canvas is thicker.
- Anjou (The Luxury Reversible): It’s essentially a Saint Louis but lined with soft calfskin. You can flip it inside out. You’re paying for that extra leather.
The Resale Market Trap
Here is where things get weird. Because Goyard is so hard to buy—there are only a handful of boutiques worldwide and zero official online sales—the resale market is on fire.
You might think buying "used" saves you money.
Wrong.
On sites like Fashionphile or The RealReal, a "pristine" Saint Louis often sells for $2,200 to $2,500. That’s more than the retail price. People pay a premium just to skip the line or to get a color that’s currently out of stock in the boutiques. If you see a Goyard tote for $600 online, it’s fake. Period. The materials alone cost more than that to produce.
Is It Actually Worth the Investment?
Look, at the end of the day, you’re buying coated canvas. It’s a mixture of cotton, linen, and hemp that’s been waterproofed. It’s durable, sure, but you’re mostly paying for the "if you know, you know" factor.
However, from a purely financial standpoint, Goyard holds its value better than almost any other handbag brand, including Louis Vuitton. If you buy a Saint Louis today for $1,890 and take decent care of it, you can likely sell it in three years for $1,600. That’s a "cost per wear" that’s actually pretty reasonable for the luxury world.
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What to Do Before You Buy
If you're ready to pull the trigger, don't just walk into a boutique and grab the first thing you see.
First, decide on the size. The GM is massive—great for travel, but it can feel like a suitcase on your arm if you’re petite. The PM is the "sweet spot" for most people. Second, if you have a trip to Europe planned, wait. The savings in Paris can literally pay for a nice dinner and a night at a hotel. Finally, check the corners of any bag you buy second-hand. The Saint Louis is notorious for the bottom corners wearing through because the canvas is so thin; the Artois solves this with leather patches, which is why many frequent buyers suggest spending the extra $800 for the Artois if you plan to use it as a daily commuter bag.
The most important thing to remember is that Goyard doesn't ship. If you aren't near a boutique, you'll need to email one and hope they have the "distance sale" slots open, which is essentially a lottery for luxury lovers. It's a hassle, but for many, that's half the fun.
Next Steps for You:
- Audit your needs: If you need a bag for the office with a laptop, prioritize the Artois MM for the zipper and structure.
- Check Boutique Locations: Before you pay resale prices, see if you have a friend in a city with a boutique (like London, NYC, or Tokyo) who can check retail availability for you.
- Verify Authenticity: If buying pre-owned, only use platforms that offer a physical authentication guarantee; the "Goyard" font and the way the "Y" chevrons touch are the most common ways to spot a high-quality counterfeit.