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PARIS — French leather goods maker Moynat is joining the Mount Street juggernaut, setting its first boutique outside Paris on the luxurious London strip.
This story first appeared in the January 27, 2014 issue of WWD. Subscribe Today.
The 2,000-square-foot unit opposite the Connaught hotel is to officially open with an event March 12, with a soft opening around Feb. 22.
An almost forgotten 19th-century trunk maker, Moynat was revived by luxury titan Bernard Arnault in 2011 with a Paris flagship and a new array of handbags, briefcases, totes and small leather goods inspired by the curved shapes and hardware of its automobile trunks of yore.
The brand has been testing the waters internationally with pop-up units at Galeries Lafayette in Paris and Isetan in Tokyo, whose extended runs have encouraged its long-term expansion ambitions.
“This is going to be our second leg. From there we will be able to take on the world,” said Moynat chief executive Guillaume Davin, explaining that the London foothold should expose the brand to an even broader array of international shoppers.
Asian clients represent about 60 percent of Moynat’s business in Paris, with Americans and Europeans each representing about 20 percent.
Long term, Davin said Moynat aims to have one boutique in each of the 10 most important cities in the world — but not more to maintain its exclusive cachet.
One of the most coveted streets in Mayfair, Mount Street is home to such brands as Marc Jacobs, Goyard, CH Carolina Herrera, Macintosh, Balenciaga and Lanvin. The two-level London unit, boasting four arched display windows, is to showcase women’s products on the main floor, with men’s designs and a personalization atelier on the lower level.
Davin noted that Brits were Moynat’s number-one clientele at the end of the 19th century, and its lightweight and waterproof wicker-framed English trunk, patented in 1870, its star product for three decades.
Several vintage trunks are to be displayed in the Mount Street unit, and Moynat is to unveil a new evening clutch with a handle resembling a vintage car door, plus a one-of-a-kind trunk for an electric scooter that can be tucked into the boot of the new Jaguar F-Type convertible.
Separately, Moynat is said to be plotting bespoke objects for beauty brand Guerlain and the luxury train Orient Express.