Herschel Supply Co. has retained J.P. Morgan to explore a sale,  according to a report from Women’s Wear Daily (WWD).

The report cited numerous financial sources. Founded by brothers Jamie and Lyndon Cormack in 2009 and based in  Vancouver, the trendy handbag company is said to be “asking for a very, very steep price” and is finding more interest from private equity than strategic operators, according to the report.