Moynat opens a new confidential boutique in Paris

At a time when the luxury goods world is betting on ever more immersive retail experiences, Moynat chooses the path of refined discretion. With the opening of a second Parisian boutique on Avenue Montaigne, the heritage leather goods house continues to grow.

A new strategic address in the heart of the Golden Triangle

Located at 34 avenue Montaigne, a stone’s throw from some of the world’s most prestigious fashion houses (Dior, Chanel, Celine), the new Moynat boutique is set in a neighborhood where every façade tells a prestigious story. The 40 m² space, formerly occupied by Jimmy Choo, has been entirely redesigned to express the contemporary vision of the French trunk-maker.

The choice of this address is not insignificant. Today, Avenue Montaigne is a major thoroughfare for international luxury shopping, a place of passage for ultra-selective customers looking for unique pieces and made-to-measure service. For Moynat, this is a complementary positioning to its historic flagship on rue Saint-Honoré: here, the brand plays the card of discreet proximity to the elite.

A boutique designed like a Parisian salon

The boutique takes up the aesthetic codes that make up Moynat’s DNA. The interior ambience blends light woodwork, smooth leather, herringbone parquet and subdued natural light. The idea is not to show, but to suggest. A work by Michael Samuels, made up of old travel trunks transformed into an artistic installation, hangs in the window as a living tribute to the history of the company founded in 1849.

Every detail is reminiscent of Moynat’s signature bespoke travel experience: leather-wrapped handles, blond oak furniture, and meticulous, almost museum-like presentation areas. You don’t come here to consume quickly, but to live an exclusive brand experience.

A limited capsule and two exclusive launches

To celebrate this opening, Moynat is offering a limited edition of the “M” bag: a revisited version in brown canvas, the house’s iconic model, sold exclusively on avenue Montaigne, at a price of €2,250. The approach is resolutely confidential: very few pieces available, and no distribution to other points of sale.

Two new models were also previewed: the Pauline clutch, an elegant and functional variation on an evening format, and the Moon Bag, a softer silhouette designed for lovers of contemporary design. These pieces are due to join the permanent collection, but only after several months of exclusive launch in Paris.

Artistic personalization at the heart of the service

Moynat relies on experience and human touch. An illustrator customizes bags and accessories by hand, on site, several days a week in the boutique. This personalization service is fully integrated into the act of purchase, at no extra cost.

It’s this handcrafted, almost intimate approach that appeals to a clientele increasingly in search ofpersonal, lasting and meaningful objects. A made-to-measure experience, true to the spirit of Moynat trunks designed for each customer as a unique piece.

A selective expansion strategy

With this second Paris address, Moynat affirms its controlled development strategy. The brand has belonged to the LVMH group since 2010, but its development remains deliberately discreet. Moynat has 28 boutiques and 4 high-end corners, notably at Le Bon Marché and Galeries Lafayette.

The opening on avenue Montaigne marks a turning point: the desire toestablish Paris as the epicenter of an international network, without giving in to the siren calls of hyper-presence. The model remains exclusive, by appointment only, focused on the customer experience and the dialogue between tradition and modernity.

Moynat asserts itself quietly

Discretion, exacting standards, the beauty of gesture: with this new boutique, Moynat reinvents the idea of luxury retail. No mass effect here, but a personal, almost secret relationship with the object. A further step in the controlled renaissance of a historic name that prefers intimacy to the spectacular. A must-visit address to understand what French elegance really means today.

📍Moynat – Avenue Montaigne, 34 Av. Montaigne, 75008 Paris

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