Pierre Cardin SA is a French luxury brand founded by namesake designer

Pierre Cardin Pierre Cardin (born Pietro Costante Cardin; 2 July 1922 – 29 December 2020) was an Italian-born naturalised-French fashion designer. He is known for what were his avant-garde style and Space Age designs. He preferred geometry, geometric shap ...

in 1950. Initially a prestigious fashion house, the brand

extended Extension, extend or extended may refer to: Mathematics Logic or set theory * Axiom of extensionality * Extensible cardinal * Extension (model theory) * Extension (proof theory) * Extension (predicate logic), the set of tuples of values that ...

successfully into

perfumes Perfume (, ) is a mixture of fragrance, fragrant essential oils or aroma compounds (fragrances), Fixative (perfumery), fixatives and solvents, usually in liquid form, used to give the human body, animals, food, objects, and living-spaces an agre ...

and

cosmetics Cosmetics are substances that are intended for application to the body for cleansing, beautifying, promoting attractiveness, or altering appearance. They are mixtures of chemical compounds derived from either Natural product, natural source ...

in the 60s, added furniture and home decor in 1968, and acquired new products for licensure rapidly during the 1970s. By the late 1970s, his name could be found on over 2,000 products, ranging from bicycle accessories to wine to cookware to home furnishings to heaters to blow dryers. He would continue to add licensees during the following decade. From 1988 onwards the brand was

licensed A license (American English) or licence (Commonwealth English) is an official permission or permit to do, use, or own something (as well as the document of that permission or permit). A license is granted by a party (licensor) to another part ...

extensively, and appeared on "wildly nonadjacent products such as baseball caps and cigarettes".

History

The brand manages more than 8,000 stores in 170 countries. The number of employees who work on the creation of Pierre Cardin products is more than 20,000 people. All products of the Pierre Cardin brand are produced at the ''Ahlers Group'' factory in

Herford Herford (; ) is a town in North Rhine-Westphalia, Germany, located in the lowlands between the hill chains of the Wiehen Hills and the Teutoburg Forest. It is situated in the cultural region of Ostwestfalen-Lippe (OWL) and the Detmold (administrat ...

Germany Germany, officially the Federal Republic of Germany, is a country in Central Europe. It lies between the Baltic Sea and the North Sea to the north and the Alps to the south. Its sixteen States of Germany, constituent states have a total popu ...

. A 2005 article in the ''

Harvard Business Review ''Harvard Business Review'' (''HBR'') is a general management magazine published by Harvard Business Publishing, a not-for-profit, independent corporation that is an affiliate of Harvard Business School. ''HBR'' is published six times a year ...

'' commented that the extension into perfumes and cosmetics was successful as the premium nature of the Pierre Cardin brand transferred well into these new, adjacent categories, but that the owners of the brand mistakenly attributed this to the brand's strength rather than to its fit with the new product categories. The extensive licensing eroded the brand's credibility, but brought in much revenue; in 1986 ''

Women's Wear Daily ''Women's Wear Daily'' (also known as ''WWD'') is a fashion-industry trade journal often referred to as the "Bible of fashion". Horyn, Cathy"Breaking Fashion News With a Provocative Edge" ''The New York Times''. (August 20, 1999). It provides i ...

'' (WWD) estimated Cardin's annual income at over

US$ The United States dollar (Currency symbol, symbol: Dollar sign, $; ISO 4217, currency code: USD) is the official currency of the United States and International use of the U.S. dollar, several other countries. The Coinage Act of 1792 introdu ...

10 million. In 1995, quotes from WWD included "Pierre Cardin—he has sold his name for toilet paper. At what point do you lose your identity?" and "Cardin's cachet crashed when his name appeared on everything from key chains to pencil holders". However, the Cardin name was still very profitable, although the indiscriminate licensing approach was considered a failure. In 2011, Cardin tried to sell the business, valuing it at €1 billion, although the ''

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'' considered it to be worth about a fifth of that amount. Ultimately he did not sell the brand.

References

{{reflist French brands French companies established in 1950 1950 establishments in France