Renowned luxury products firm, PPR has shared that it is looking to sell around 50% its brands to better cope with the current financial crisis and raise some funds. Owned and operated by French media and retail billionaire François-Henri Pinault, the company reported a substantial fall in its sales for the month of October.

The funds raised by the sale of brands will be invested by PPR in more profitable ventures, as has been confirmed by Mr. Pinault, husband of actress Salma Hayek.

Analysts have shared the speculation, that if the PPR sales go ahead as planned, the company would target popular retail brands including Ralph Lauren, Levi Strauss & Co, Abercrombie & Fitch and Tommy Hilfiger. One major reason driving the sale, as has been confirmed by a company source, seems to be the fact the PPR now wants to get out of the only-luxury sector and look into the retail market, which is more profitable.

Currently, PPR controls luxury brands including Gucci, Yves Saint Laurent, Bottega Veneta and Alexander McQueen.