Cherokee partners with Reliance Retail to spread brand

Cherokee Global Brands has entered into a strategic partnership with Reliance Retail, a subsidiary of Reliance Industries. This long-term partnership centers on a recently developed brand concept to be launched in India through Reliance Trends, the apparel and accessories specialty format of Reliance Retail. The brand will be subsequently expanded globally. The partnership enables Cherokee Global Brands to leverage Reliance Trends’ established marketing and retail distribution strengths to promote the brand in India. With this association, Reliance Trends will further strengthen its proposition in the apparel segment by offering fashionable, high quality, design-led brand to Indian consumers.

Cherokee Global Brands is a marketer of a portfolio of fashion and lifestyle brands including Cherokee, Carole Little, Tony Hawk and Hawk Brands, Liz Lange and Sideout, in multiple consumer product categories and sectors around the world. The company has license agreements with retailers and manufacturers across over 40 countries around the world including Target Stores, Kohl’s, Tesco, RT-Mart, Pick ‘n Pay, Falabella, Arvind Mills, Shufersal, Comercial Mexicana, Eroski, Nishimatsuya, Magnit, Landmark Group’s Max Stores and the TJX Companies.

Reliance Brands already has partnerships with 14 premium brands including Steve Madden, Paul and Shark and BCBG Max Azaria. The plan is in pipeline to make a foray into beauty products segment, women’s lingerie and kids wear, where it is currently eyeing a partnership deals with a foreign brands.