Cherokee heads for India

Cherokee Global Brands has partnered with Reliance Industries to enter India.

The long-term partnership centers on a recently developed brand concept, its name and details yet to be revealed, which Reliance Trends will roll out across India.

Reliance Trends is the apparel and accessories arm of Reliance Retail which plans to expand the brand globally.

“For years, we have been impressed with the quality of brands, managed and developed by Cherokee Global Brands and are now excited to partner with them on this key initiative. We look forward to tremendous success together with the new offering,” said Akhilesh Prasad, CEO of Reliance Trends.

Cherokee Global Brands is a marketer and manager of a portfolio of fashion and lifestyle brands including Cherokee, Carole Little, Tony Hawk and Hawk Brands, Liz Lange and Sideout, in multiple consumer product categories and sectors around the world.

The Indian partnership enables Cherokee Global Brands to leverage Reliance Trends’ established marketing and retail distribution strengths to promote the new brand in India. With this association, Reliance Trends will further strengthen its proposition in the apparel segment by offering an original, fashionable, high quality, design-led brand to Indian consumers.

“Leveraging our existing, experienced and talented infrastructure allows us to fully maximise the value associated with our proprietary 360 degree turnkey solution that includes marketing, product development, and strategic sales. The combination of our efforts with Reliance’s strong sourcing, marketing and retail distribution is a definite formula for success,” noted Howard Siegel, President & COO of Cherokee Global Brands.

The Company has license agreements with best-in-class retailers and manufacturers covering over 40 countries around the world including Target Stores (US and Canada), Kohl’s (US), Tesco (UK, Ireland and certain Central European countries), RT-Mart in China, Arvind Mills (India and certain Middle Eastern countries) and Nishimatsuya (Japan).


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