New apparel, footwear and accessory licensees are part of the second growth phase in the U.S.
The company has been pursuing a number of new strategic initiatives for Cherokee following theend of its long-term retail arrangement with Target
Newly announced licensees for the brand include SaraMax Apparel Group, High Point Design, Cudlie Accessories and The Eastman Footwear Group.
The new additions follow on a series of other recent brand announcements including the addition of new distribution partners and plans to expand the brand's reach in Europe.
“We are very excited to announce our second phase of strategic partnerships which will strengthen and grow our U.S. domestic licensee base for our namesake Cherokee brand,” says Henry Stupp, chief executive officer, Cherokee Global Brands. “These partnerships will allow us to continue to satisfy the consumer demand for the Cherokee brand while supporting further category and distribution
SaraMax Apparel will design items such as women’s intimate apparel, girl’s underwear and men’s and boy’s underwear for distribution at mass merchants, through e-commerce, at department stores and at specialty chains nationwide.
High Point will create a line of socks, slipper socks, tights, legwarmers, leggings and more for all ages. High Point’s products will be sold in national and specialty chains, mass merchants, department stores and through e-commerce.
Cudlie Accessories will manufacture a range of diaper bags, lunch bags, backpacks and feeding, grooming and bath accessories. The company will distribute Cherokee-branded products to department and specialty stores, mass merchants and via e-commerce.
Finally, Eastman Footwear will produce a range of men’s and boys’ outdoor, casual and athletic footwear. Eastman Footwear’s Cherokee-branded products will be available at mass merchants, e-commerce, department stores and specialty retailers nationwide.
Stupp recently discussed future plans for the brand at
NYC Licensing Summit in March. His presentation and following Q&A are available for viewing as part of the NYC Licensing Summit Video Series,here
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