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Cherokee to Re-Launch in Tesco Stores

Retailer Tesco, in collaboration with brand management company Cherokee, Inc., will re-launch the Cherokee brand at its stores across the U.K. and Central Europe.Cherokee and Tesco will receive support from a dedicated Cherokee brand staff to facilitate t

Cherokee and Tesco will receive support from a dedicated Cherokee brand staff to facilitate the launch, which is set for this fall.

The re-designed collection will be available in all categories including men’s, women’s, kids, baby, newborn and accessories and enhanced by a full marketing, in-store, print and online campaign.

“Our teams have worked diligently to reaffirm our relationship with Tesco and are very excited about the re-launch of the Cherokee brand in Tesco stores,” says Henry Stupp, chief executive officer, Cherokee Group. “Our new methodology of doing business with our partners is delivering successful results around the world, and we are optimistic about our future with Tesco.”

“We are delighted to be working with Cherokee again,” says Jill Easterbrook, clothing director, Tesco U.K. “It is a well-liked brand in the U.K. and familiar to Tesco shoppers. Our customers like the classic American, casual style at very affordable prices. I look forward to launching the new collection for autumn/winter later this year.”

“There is a great opportunity to build on our decade-long relationship with Cherokee and introduce this range to our customers in Central Europe,” says Jason Tarry, chief executive officer, Tesco Central Europe. “We are working very closely with Cherokee on this collaboration to ensure we have the right price ranges in place for our specific markets.”

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