Cherokee Launches New Brand in IndiaCherokee Launches New Brand in India

Point Cove arrives on shelf at Reliance Trends stores.

Cherokee Global Brands has launched its new California-inspired brand Point Cove in Reliance Trends stores across India.

Point Cove–California Clothing Company was created in-house by the Cherokee Global Brands design team in collaboration with Reliance Trends.

The brand has launched with a range of offerings for kids ages 2 to 14 and includes apparel, accessories and footwear. The launch is being supported by an integrated marketing campaign that that utilizes the brand's motto, "Chase Your Dreams."

"We are excited to jointly introduce our latest brand partnership with Reliance Trends in India as we continue to expand our portfolio of style-focused lifestyle brands," says Howard Siegel, president and chief operating officer, Cherokee Global Brands. "Point Cove is a great example of how our in-house design, content marketing and brand strategy capabilities coalesce into powerful programs that drive vision, agility and scale for our retail partners around the world. Our partnership with Reliance Trends showcases the benefits of our highly collaborative business model. Together we are bringing a bold and impactful brand to India's consumers by combining Reliance's established distribution in India with our extensive brand development and marketing expertise."