A classic Goyard St. Louis PM tote costs about $1,650 USD in the USA, while special colors are priced around $2,150, with variations based on region.
Navigating the exclusive world of Goyard can be a challenge, particularly when it comes to pricing. The brand famously forgoes online sales and keeps its price list private, making it difficult for prospective buyers to know the real cost. To demystify the process, we have compiled the most current pricing information for Goyard’s celebrated tote bags, gathered from sources across the globe for 2025.
Table of Contents
- Decoding the Goyard Tote Price Tag: A 2025 Breakdown
- What Factors Influence the Cost of a Goyard Tote?
- Global Pricing: Where Is the Cheapest Place to Buy a Goyard Tote?
- Is a Goyard Tote a Worthwhile Investment?
Decoding the Goyard Tote Price Tag: A 2025 Breakdown
Goyard’s tote collection is primarily centered around three main styles: the St. Louis, the Artois, and the Anjou. Each offers a distinct set of features, and their prices vary accordingly. These figures are estimates for 2025, reflecting recent price adjustments and market conditions. Remember that you must visit a Goyard boutique to make a purchase, as the brand does not offer e-commerce.
The Iconic St. Louis Tote: PM vs. GM Prices
The St. Louis is arguably the most recognizable Goyard tote. It is celebrated for its lightweight, foldable design and unstructured body. Made from the brand’s signature Goyardine canvas, it is exceptionally light and comes with a detachable pochette. It is available in two sizes: the smaller PM (Petite Modèle) and the larger GM (Grand Modèle).
The GM size is perfect for travel or as a daily carryall for those who need to transport a laptop, documents, and other essentials. The PM is better suited for everyday use. Due to its unstructured nature, it can feel less protective for sensitive items, a common characteristic of canvas totes.
- St. Louis PM (Petite Modèle): Approximately $1,650 USD for classic colors and $2,150 USD for special colors.
- St. Louis GM (Grand Modèle): Approximately $1,950 USD for classic colors and $2,550 USD for special colors.
The Structured Artois Tote: A More Robust Option
The Artois is the answer for those who love the St. Louis silhouette but desire more structure and security. It features several key upgrades: a zip-top closure, reinforced leather corners that prevent premature wear, and longer, more durable shoulder straps. The interior is also more organized than the St. Louis.
These enhancements make the Artois a sturdier, more secure option for daily use, especially for commuting or carrying valuable items. This added functionality comes at a higher price point compared to its more minimalist counterpart.
- Artois PM (Petite Modèle): Approximately $2,150 USD for classic colors and $2,800 USD for special colors.
- Artois MM (Moyen Modèle): Approximately $2,550 USD for classic colors and $3,315 USD for special colors.
The Reversible Anjou Tote: Two Bags in One
The Anjou tote takes luxury a step further by being fully reversible. One side showcases the iconic Goyardine canvas, while the other features a solid-colored, grained leather interior. This dual-sided functionality effectively offers two distinct looks in a single bag. It shares the same silhouette as the St. Louis but is heavier and more substantial due to the leather lining.
This reversibility and the extensive use of leather make the Anjou the most expensive tote in the lineup. It appeals to customers who value versatility and a more luxurious feel.
- Anjou Mini: Approximately $2,250 USD for classic colors and $2,925 USD for special colors.
- Anjou PM (Petite Modèle): Approximately $2,800 USD for classic colors and $3,640 USD for special colors.
- Anjou GM (Grand Modèle): Approximately $3,250 USD for classic colors and $4,225 USD for special colors.
What Factors Influence the Cost of a Goyard Tote?
Several variables contribute to the final price of a Goyard tote. Understanding these factors will help you anticipate the total cost before you even step into a boutique. From color choices to bespoke personalization, each element plays a significant role.
Classic vs. Special Colors: The Price Difference
Goyard’s color palette is a primary price determinant. The brand divides its colors into two tiers: classic and special. The price difference between the two is substantial, often adding 25-30% to the final cost.
Classic Colors: These are the traditional, most accessible options. They include Black (with black leather trim) and Black & Tan (with brown leather trim).
Special Colors: This tier includes a vibrant range of hues that are more complex to produce. The current special colors are Red, Orange, Yellow, Green, Sky Blue, Navy Blue, Burgundy, and White. Choosing one of these will immediately increase the bag’s price.
The Art of Marquage: Personalization Costs
Marquage is Goyard’s signature hand-painting service, allowing clients to personalize their items with initials, stripes, and custom designs. This bespoke service transforms a bag into a one-of-a-kind piece but comes at an additional cost. The price depends on the complexity of the design, the number of letters, and the type of font or graphic chosen. Simple initials might start around $160, while more elaborate stripes and graphics can cost several hundred dollars more. This process also adds significant waiting time, as the work is done by skilled artisans.
Material Matters: Goyardine Canvas Explained
The primary material used for the St. Louis and Artois totes is Goyardine canvas. Contrary to popular belief, it is not leather. It is a coated canvas made from a blend of cotton, linen, and hemp, which is then treated to be waterproof, durable, and lightweight. The iconic chevron pattern is meticulously etched and layered with dyes to create a three-dimensional effect. While Goyardine canvas is known for its lightness, some find it less robust than traditional materials over the long term. For those who prioritize a material that develops character and withstands heavy use, full-grain leather remains an unmatched alternative. A handcrafted tote from Beldtura Leather, for example, offers a different philosophy of luxury—one rooted in natural materials and lifelong durability.
Global Pricing: Where Is the Cheapest Place to Buy a Goyard Tote?
Goyard prices are not standardized worldwide. They are affected by local import taxes, duties, and currency exchange rates. Generally, the most affordable place to purchase a Goyard bag is in its home country, France, especially when factoring in the VAT (Value-Added Tax) refund available to non-EU residents.
Goyard Tote Prices in the USA (USD)
Prices in the United States are quoted before sales tax, which varies by state. This tax can add a significant amount to the final purchase price.
| Model (Classic/Special Color) | Estimated Price (USD) |
|---|---|
| St. Louis PM | $1,650 / $2,150 |
| St. Louis GM | $1,950 / $2,550 |
| Artois MM | $2,550 / $3,315 |
| Anjou PM | $2,800 / $3,640 |
Goyard Tote Prices in Europe (EUR)
European prices include VAT. For travelers from outside the EU, a VAT refund can result in significant savings, making Europe the most attractive region for a purchase.
| Model (Classic/Special Color) | Estimated Price (EUR) |
|---|---|
| St. Louis PM | €1,350 / €1,755 |
| St. Louis GM | €1,550 / €2,015 |
| Artois MM | €2,020 / €2,625 |
| Anjou PM | €2,250 / €2,925 |
Goyard Tote Prices in the UK (GBP)
Pricing in the United Kingdom is also competitive, though post-Brexit changes to the VAT refund scheme have made it less advantageous for international shoppers compared to the EU.
| Model (Classic/Special Color) | Estimated Price (GBP) |
|---|---|
| St. Louis PM | £1,190 / £1,550 |
| St. Louis GM | £1,370 / £1,780 |
| Artois MM | £1,780 / £2,315 |
| Anjou PM | £1,980 / £2,575 |
A Quick Comparison: USA vs. Europe After VAT Refund
To illustrate the potential savings, let’s consider the St. Louis PM in a classic color. In the USA, the price is approximately $1,650 + sales tax. In Europe, the price is €1,350. At an exchange rate of 1 EUR to 1.08 USD, this is about $1,460. After a potential VAT refund of around 12% (€162), the final cost could be as low as €1,188, or roughly $1,285 USD. This represents a saving of nearly $400 compared to a US purchase, making a European trip a tempting proposition for a serious buyer.
Is a Goyard Tote a Worthwhile Investment?
The value of a Goyard tote extends beyond its function. The brand’s exclusivity, consistent price increases, and strong brand heritage contribute to its status as an investment piece. However, its worth depends on individual priorities regarding resale value and long-term durability.
Resale Value and Market Demand
Goyard bags hold their value exceptionally well on the secondary market. Because they cannot be purchased online, demand often outstrips supply, driving up prices for pre-owned items, especially for limited-edition colors or discontinued styles. A well-maintained St. Louis or Artois tote can often be resold for close to its original retail price, and sometimes even more. This makes it a relatively safe purchase for those concerned with long-term value retention.
Durability and Longevity: Canvas vs. Leather
The Goyardine canvas is lightweight and water-resistant but can be prone to wear, particularly at the corners and along the top edges with heavy, prolonged use. The Artois, with its reinforced corners, was designed to address this concern. For users seeking ultimate durability, a full-grain leather tote remains the gold standard. Leather is inherently more resistant to scuffs and abrasions and develops a unique patina over time, telling the story of its use. While a Goyard tote is a statement of refined taste, a robust leather carryall is an investment in a lifetime of reliable service and timeless style.
