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Cherokee Inc. has dipped into the pool of its largest licensee’s alumni association, hiring Sally Mueller as chief brand officer and Jamie Curtis as vice president of marketing.
The two Target Corp. veterans will be based at Cherokee’s new marketing offices in Minneapolis, where Target is headquartered. Both posts are new for the brand management firm, which is based in Van Nuys, Calif.
Mueller spent 24 years at Target before leaving in June 2010 to launch her own consulting firm, Mueller Marketing LLC, specializing in retail and brand innovation. Since that time, she has worked with Cherokee chief executive officer Henry Stupp on defining a new vision for the Cherokee brand. Her tenure at Target included key roles in the development of initiatives such as Go International and Design for All and interaction with more than 30 designers, including the late Alexander McQueen.
“Sally’s many years of senior-level experience with our largest domestic partner, Target, along with her visionary work on numerous nationally and globally recognized brands, will be a critical part to the continued redesign and enhancement of the Cherokee’s group of brands,” Stupp said.
Mueller will be responsible for building a marketing and creative organization that, in addition to further developing Cherokee’s new and existing business, will identify opportunities for additional acquisitions. The firm’s brand portfolio includes Cherokee, Sideout and Carole Little.
Curtis was most recently with Coach Inc., where she served as senior director of collaborations following service in Target’s marketing department. The company said she would work with senior management “in the identification and generation of new revenue streams by providing marketing leadership for the company’s existing and new brand acquisitions.”
Curtis reports to Mueller, who reports to Stupp.
In the first six months of Cherokee’s fiscal year, through July 30, royalty income slid 13.6 percent to $13.6 million from $15.7 million.