The legendary couturier intends to sell his brand for €1 billion. Cardin is inclined to conclude a deal with the Chinese, but does not rule out that representatives of the United States could also be buyers. The designer is driving up the price of his business—European fashion houses are no longer interested in him, market participants are sure.

Pierre Cardin is ready to sell his brand to the Chinese. He wants €1 billion for it. At the same time, according to the legendary couturier, companies from the United States and England have already shown interest in the brand.

Editor-in-Chief of the men's magazine GQ Nikolai Uskov believes that Cardin is now increasing the value of his business. Despite the fact that European fashion houses are not interested in him.

“The decision is predictable, China occupies a leading position in the clothing industry. I am not a big fan of the Pierre Cardin brand. It has recently become absolutely massive and the quality raises questions for me,” says Nikolai Uskov. “It has not been used by consumers of expensive and high-quality clothing for a long time popularity. Among consumers of the mass segment, what difference does it make for them who owns the brand, if the price of a shirt is 500 or 1000 rubles? At such a low price, I don’t think that buyers will ask the question “who owns this brand?” ".

The House of Cardin came to China in the 70s and is now widely represented throughout the country.

Pierre Cardin began his career in 1947 at the fashion house of Christian Dior. In 1950 he founded his own fashion house. Pierre Cardin is one of the pioneers of the unisex style. Cardin's signature features are a loose fit with crisp details and large buttons.

Cardin was also one of the first to release a ready-to-wear collection, for which he was expelled from the Haute Couture Syndicate.

At the same time, his company worked not only with collections of women's and men's clothing, but also developed interiors for cars. Over the years of the fashion house's existence, the couturier himself has sold over 700 licenses to produce clothes under the Cardin brand.

The income of Pierre Cardin's empire is opaque. And analysts believe the price of €1 billion is too high.

Pierre Cardin is being sold to the Chinese