The reinvention of one of France’s oldest luxury brands, Moynat: CEO Lisa Attia on the trunk-maker’s pivot to Asia and how the two-centuries-old LVMH-owned house stays relevant today

Nov 18 , 2022

Lisa Attia is the CEO of Moynat, a trunk maker and one of the oldest French luxury brands, established in Paris back in 1849 and now owned by LVMH. Photo: DR

Founder Pauline Moynat was the first woman to run a trunk-making business in the mid-19th century, and still today the brand is keen to champion women in the luxury sector

New creative director Nicholas Knightly aims to build on the brand’s craftsmanship and recognition with connoisseurs to attract new and younger customers across the world

Moynat, today owned by luxury goods behemoth LVMH, is one of the oldest French luxury brands, established in Paris back in 1849 and known for its trunks and travel collections.

In this latest instalment in STYLE’s Conversation series profiling the luxury world’s movers and shakers, the house’s CEO Lisa Attia talks about her plans for its rejuvenation and coming expansion in Asia.

What are your proudest achievements since you joined as CEO in March 2020?

When I took my position at Moynat, it was in the middle of the Covid-19 pandemic. We have managed to stabilise the business and despite such conditions, built a team that shares a common passion for savoir faire, from head office, to workshop and boutiques – all ready for the future.

The Moynat Sac Malle in Rêve calfskin. Photo: Moynat Paris

What are the brand’s biggest challenges?

Moynat has entered a growth phase with new creative director Nicholas Knightly. Artisanal craftsmanship and exceptional savoir faire are the DNA of Moynat – it is widely known mostly by connoisseurs at this point.

We are looking at recruiting new clients that will know how to appreciate our story and products. It is the moment to reassert Moynat’s notoriety and desirability through transmission of our know-how and the new shapes that are relevant today.

How do you keep an almost two-centuries-old brand relevant today?

Since its inception in 1849, Moynat has been famous for its constant technical innovation and high-quality leather goods. We are keeping these two strong assets in mind when it comes to new creative outcomes.