Cherokee Signs Four New Licensees

Cherokee Global Brands has signed four new licensees for its Cherokee brand in the U.S. as it looks to secure future growth for its flagship brand.

April 6, 2018

New apparel, footwear and accessory licensees are part of the second growth phase in the U.S.

Cherokee Global Brands has signed four new licensees for its Cherokee brand in the U.S. as it looks to secure future growth for its flagship brand.

The company has been pursuing a number of new strategic initiatives for Cherokee following the

end of its long-term retail arrangement with Target

in September.

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

resources for ladies apparel, ladies and girl’s footwear, adult and children’s accessories, home textiles and room décor and expect additional announcements in the near future. As we continue to build our domestic licensee base, we have identified and have begun to onboard new retail partners that will ensure the continued availability of an expanded assortment of Cherokee-branded products for spring 2017.”

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

License! Global’s

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