FRANKFURT, Oct 30 (Reuters) - Insolvent German luxury fashion house Escada (ESCG.DE) on Friday 30 October called off the sale of its mid-price fashion unit Primera to financial investor Mutares as a new, more attractive bidder emerged, Escada said on Friday 30 October.

Escada autumn-winter 2009/2010

Escada agreed in May to sell three out of four Primera brands -- Laurel, Apiori and Cavita -- to Mutares (MUXG.DE) at a hefty writedown as part of a broader restructuring programme, which in the end failed because of an unsuccessful bond swap.

Escada filed for insolvency in August and has since been looking for an investor for the group.

On Friday 30 October, Escada said it would withdraw from the contract with Mutares, citing problems with the closing.

It had also received a better offer for Primera from financial investor Endurance Capital, proposing a higher price and a more attractive concept for the unit, a spokesman for Escada said.

Mutares said in a statement that it had already made significant progress in the turn-around of Primera.

(Reporting by Eva Kuehnen; Editing by David Cowell)