NEW YORK — Cherokee Inc. has licensed the Shanghai Bolderway Fashions Co. division of Guangdong Leaderway to bring Cherokee’s Sideout label to the Chinese market.
Under terms of the 10-year agreement, Bolderway will market women’s, men’s and children’s apparel and accessories, and other categories under the Sideout label in China. It will also open a minimum of 150 retail locations, both company-owned and franchised, in the world’s most populous nation.
Leaderway is a leading Chinese marketer and retailer that includes Jeep and a number of other U.S. brands in its portfolio. It’s a subsidiary of The Poly Group, a registered Chinese firm dealing in international trade, real estate development, property management and investment.
Cherokee, which purchased the Sideout trademark in 1997, licenses its Cherokee and Sideout labels to retailers in the U.S. and abroad, and also functions as licensing agent for brands it doesn’t own. It established Mossimo Inc.’s successful retail licensing venture with Target, which also has a substantial Cherokee brand franchise.
Other Sideout licensees include the Mervyn’s division of Target Corp. and Bob’s Stores in the U.S., Forzani Group in Canada and Sport-Scheck GmbH in Germany, Austria and Switzerland. Sport-Scheck is a sporting goods and catalog retailer owned by Otto Versand, the majority owner of Spiegel Group in the U.S.
"The Sideout brand should add major growth to our existing stable of U.S. licensed brands," said Zhang Yong Li, president of Shanghai Bolderway, in a statement. "Sideout, a true California casual lifestyle brand, is expected to become a huge success in China as our customers are constantly seeking more U.S. branded products with this type of authentic look and feel."
Larry Sass, vice president of business development at Van Nuys, Calif.-based Cherokee, touted Bolderway’s "strong merchandising and retailing understanding," asserting that it will allow Sideout "to expand its strong heritage as a casual lifestyle brand."