Cherokee Global Brands has created Point Cove to bring the California lifestyle to India.

The official name of the brand, Point Cove — California Clothing Co., was created in collaboration with Reliance Trends, Cherokee said. The new line targets kids aged 2 to 14. It will be available at Reliance Trends’ stores throughout India in categories including apparel, accessories and footwear.

Cherokee said the line is supported by an integrated marketing plan that incorporates a fully developed, in-store brand presentation, signage and social media components.

Howard Siegel, president and chief operating officer of Cherokee Global Brands, said, “Point Cove is a great example of how our in-house design, content marketing and brand strategy capabilities coalesce into powerful programs that drive vision, agility and scale for our retail partners around the world.”

Akhilesh Prasad, Reliance’s ceo, said, “At Reliance Trends, we are always looking to strengthen our apparel offerings with brands that can create emotional connections with our consumers.”

Prasad said its customers have already begun to “embrace Point Cove’s unique, California essence,” and that his company is looking forward to “further developing the brand.”

Included in Cherokee’s fashion and lifestyle brands are Cherokee, Carole Little, Tony Hawk Signature Apparel and Hawk Brands, Liz Lange, Everyday California and Sideout. The company also has licensing agreements with retailers and manufacturers in 7,000 retail locations across more than 500 countries.

load comments
blog comments powered by Disqus