On May 30, 2025, Emall Vietnam, the owner of 100 high-end Pierre Cardin and Oscar shoe stores in Vietnam, officially announced its takeover of the entire Pierre Cardin Thailand shoe chain – a 40-year-old retail chain with millions of customers in the Golden Temple Country.
With dozens of branches in leading Thai shopping malls such as Central, The M Mall, and Robinson, Pierre Cardin Thailand has long been a symbol of upscale office fashion in the region. The acquisition by a Vietnamese company of this entire chain is considered a historic turning point, marking the first time a Vietnamese company operates a long-established upscale foreign retail chain in the region’s leading fashion industry and in Asia. Thailand, with its well-developed retail market and tens of millions of tourists each year, is a stronghold for the world’s leading luxury brands in Asia.
This deal not only demonstrates the aspirations of Vietnamese businesses to expand into Asia but also opens up opportunities to upgrade the customer experience in Vietnam to international standards, thanks to Emall Vietnam, the operator of the Pierre Cardin Shoes and Oscar Fsshion brands in Vietnam and four other Southeast Asian countries for over a decade.
“We’re not just selling shoes – we’re expanding the map of Vietnamese pride in the regional and global markets, in line with the ‘Era of Vietnamese Businesses’ ambition,” said Mr. Pham Minh Thang, CEO of Emall Vietnam and Southeast Asia.
On this special occasion, Pierre Cardin Shoes and Oscar Vietnam are offering a 50% discount on all current models at over 100 sales outlets in five Southeast Asian countries, along with special gifts of 28 round-trip air tickets to Thailand, 28 characteristic men’s and women’s shoes of the brand, representing the historic acquisition of 28 stores in leading Thai shopping malls. Vietnamese customers can also participate in this program by purchasing at the 100 sales outlets or on the websites www.pierrecardinshoes.vn and www.pierre-cardin.vn.
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