Starwood Capital has brought in bankers to oversee the sale of the Taittinger champagne house it bought along with Societe du Louvre.
But family feuds beckon both from the New World owners and within the Old World former owners.
Following the completion of the acquisition of Societe du Louvre last month, Starwood Capital put Russell Sternlicht, brother of company head Barry, in charge of the luxury brand division.
The luxury division, which includes such names as Baccarat and Annick Goutal, may be worth as much as Eu900m and is already attracting interest, including from two different factions of the Taittinger family, according to Forbes magazine.
Whoever wins the contest, there is a question mark against the links between the upmarket brands and the new luxury hotel brand launched last month by Starwood Capital, based on Hotel du Crillon.
And any sale is bound to cause even more angst for Sternlicht junior, suddenly pushed out of the first job he's had where anybody had noticed him.