Chinese firms vie for Cardin brand

French fashion giant Pierre Cardin is planning to sell its brand and permanent licenses and will "give the priority" to its Chinese agents, a company official, said yesterday.

"We are in talks with a few Chinese companies. Since we have so many agents in China, we will give priority to these agents," Ying Hao, assistant to director of Pierre Cardin's Beijing Office, told China Daily.

Ying declined to name the companies. But media reports said yesterday that two Chinese shoemakers, Jiansheng Trading Co Ltd from Guangdong province and Aokang Group from Zhejiang province, are the most prominent bidders. China Business News reported that the two companies had offered 200 million euros to acquire the Pierre Cardin brand.