If there's ever been an 'it' shoe, it was Jimmy Choo - the sexy, spiked-heeled brand that soared to popularity as the favorite footwear on HBO's 'Sex and the City' and has been seen on many famous feet since.
And that makes the announcement Monday that it's is putting itself up for sale a bit of a surprise.
The British company, founded in 1996 by its namesake - Malaysian designer Jimmy Choo - and then British Vogue editor Tamara Mellon, has actually fared better than some other luxury brands of late.
Its stock price increasing 35 percent over the past year as the business expanded into China and the fast-growing sector of men's designer shoes.
But majority shareholder JAB Luxury, owned by Germany's billionaire Reimann family, is shifting its focus to food and other consumer goods, according to British newspaper The Guardian.
JAB has been building an empire of coffee brands, recently adding Krispy Kreme doughnuts to its portfolio. The Guardian adding that it plans to use proceeds from a Choo shoe sale to eye the likes of Nestlé.
Jimmy Choo is valued at $840 million dollars as of Friday's market close - its shares rising on the London Stock Exchange Monday on the news of the potential sale.