Vietnamese firm takes over 40-year-old Pierre Cardin shoe chain in Thailand

Emall Vietnam, which owns a network of 100 high-end business shoe stores under the Pierre Cardin and Oscar brands in Vietnam, has taken over the entire Pierre Cardin shoe system in Thailand.

This retail chain, with a four-decade history, has served millions of customers in Thailand, the company said.

The deal not only reflects the ambition of Vietnamese enterprises to expand across Asia, but also opens up opportunities to elevate the customer experience in Vietnam to international standards, it stated.

“We are not just selling shoes, we are expanding the map of Vietnamese pride across regional and global markets, in line with our vision of ushering in a ‘new era of rising,” said Pham Minh Thang, CEO of Emall Vietnam.

The acquisition process began in March after Pierre Cardin Paris proposed that its Vietnamese partner take over the Thai operations. Over the course of two months, Pierre Cardin Vietnam negotiated with the former representative company and worked with major Thai retailers such as Central, Robinson, and The Mall Group, eventually reaching an agreement to transfer all retail locations.

On May 30, the Pierre Cardin shoe system in Thailand officially came under the management of Pierre Cardin Shoes Vietnam. This marks the first time a major international fashion brand in Thailand has been directly operated by a Vietnamese enterprise.

The takeover of 28 stores is expected to potentially double the revenue of Pierre Cardin Shoes Vietnam. After successfully convincing top Thai retailers, the company has been allowed to open new retail spaces starting in July, including strategic locations such as Central World and Siam Paragon – iconic shopping centers in Thailand's tourism.

Emall is also the strategic partner authorized by Pierre Cardin Paris to manufacture and develop the brand in the regional market. Over more than a decade of partnership, Emall has brought 'Made in Vietnam' Pierre Cardin shoes to numerous markets including Thailand, France, India, Mexico, and Brazil.

Pierre Cardin Shoes Vietnam is a premium business shoe brand produced domestically to international standards, and is available in over 50 major shopping centers nationwide. The brand is gradually expanding into regional markets, asserting the position of Vietnamese products on the global fashion map.