Cherokee aims to cross Rs 100 cr mark this fiscal

Cherokee the brand for a whole range of men’s, women’s, kids’ apparels and non-apparels like luggage, home, men’s accessories and ladies handbags, recorded a sales turnover of Rs 80 crores in India last year. Commenting on the target

for Cherokee, Venkatachalapathy K E, CEO, Arvind Retail, says, “It will cross the Rs 100 crores mark this fiscal and our vision for 2020 is to reach Rs 300 crores.”

An international brand, Cherokee, is one of the largest fashion lifestyle brands in the world with close to 4 billion dollars global sales turnover from almost 30 countries. “In India it is exclusively sold through Megamart Stores. Megamart is a fashion value retail chain and belongs to the Arvind Group. Cherokee is sold through 200 small format stores and 10 large format stores of Megamart,” explains Venkatachalapathy.

The brand is big in the US, sold exclusively through Target in America and Tesco in the UK. Arvind Retail got the license to retail Cherokee for the Indian territory three years back and it has grown from strength to strength, since then. Cherokee is the first international brand in the Arvind stable to sell a wide range of merchandise and it is one of the fastest growing brands in the country. This is the first international brand to be sold at value price in India which is a unique proposition for Indian consumers.

Elaborating on whether, brand creates specific styled for its India audience, Venkatachalapathy says, “Cherokee US has a comprehensive design team which works on its brand globally and we take the designs which are latest and contemporary and make minor modifications for Indian fits and sizes and that is the reason you will see that Cherokee has the Americana look and feel.”

The latest launch form Cherokee is a vintage jeans collection for winters which has a spectacular product look and feel but sold at Rs 1,999, whereas vintage jeans of similar design quality gets sold at minimum Rs 5,000 under any other premium brand.