Cherokee Global Brands has inked four licensing deals for its Cherokee brand that span multiple categories and retail channels in the U.S.
The company did not disclose the financial arrangements of the agreements.
The licenses follow a flurry of activity in the fashion apparel sector since the beginning of the year. For Cherokee Global Brands, this is the first major announcement since the company acquired Flip Flop Shops last fall and expanded its global reach with several licensing deals.
The Sherman Oaks, Calif.-based company said its licensing partners include M. Hidary & Co., a designer, manufacturer and distributor of men’s and boy’s casual sportswear, sweaters and outerwear and with a focus on “national and regional chain stores within the sports specialty, department store, midtier, and mass-market tiers.”
Bentex will take the Cherokee brand to a variety of retail channels with newborn, infant and toddler apparel. Another brand partner includes H.I.S. International, the apparel fashion house, which will position the brand in major retailers with a focus on the children’s market for girl’s active wear, sportswear and dresses as well as denim and sweaters.
The fourth brand partnership is with Dreamwave and will focus on swimwear and sleepwear for the Cherokee brand via a “wide range of department, specialty, midtier and mass retailers.”
Henry Stupp, chief executive officer of Cherokee Global Brands, described these partnerships as the “first phase of strategic licensing partnerships that will expand category reach and satisfy the demand for Cherokee branded products across the U.S.”
“We expect these partnerships to be the first of many, as we will be finalizing additional licensees for apparel, footwear, accessories, home textiles and room decor in the near future,” Stupp said. “We are currently engaged in discussions with retailers and wholesalers that have expressed strong interest in our expanded category offerings in both the physical and digital space. We are pleased that Cherokee products will continue to be widely available in the U.S. early next year through new wholesale and category-specific direct-to-retail partnerships.”
Cherokee Global Brands’ portfolio includes Cherokee, Carole Little, Tony Hawk Signature Apparel and Hawk Brands, Liz Lange, Everyday California, Sideout, ále by Alessandra and Flip Flop Shops, which the company describes as “a leading franchise retail chain, across multiple consumer-product categories and retail tiers.”
