Cash-strapped Milan-based luxury goods group Prada has dismissed rumours it is considering another fire sale by selling off the Jil Sander fashion house to improve its troubled financial situation.. Only last week, Prada sold its 25.5 per cent stake in Fendi to French partner LVMH in a bid to lighten its debt burden, but a spokesman for the company said on Wednesday: "From what I understand, the rumours are absolutely not true."