US-based Cherokee Global Brands (CGB) has announced a new strategic partnership in India with Reliance Retail Ltd, 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 CGB to leverage Reliance Trends’ established marketing and retail distribution strengths to promote the new brand in India whereas Reliance Trends will further strengthen its proposition in the apparel segment by offering a new, fashionable, high quality, design led brand to Indian consumers.
Commenting on the development, Howard Siegel, President & COO, Cherokee Global Brands, stated, “We are excited to partner with Reliance on this endeavor and continue developing relationships with world-class retailers in all major markets. Leveraging our existing, experienced and talented infrastructure allows us to fully maximize the value associated with our proprietary360° turnkey solution that includes marketing, product development, and strategic sales. The combination of our efforts with Reliance’s strong sourcing, marketing and retail distribution is a strong formula for success.”
Akhilesh Prasad, CEO, Reliance Trends, added, “For years, we have been impressed with the quality of brands, managed and developed by Cherokee Global Brands and are now excited to partner with them on this key initiative. We look forward to tremendous success together with the new offering.”
US based Cherokee Global Brands markets and manages a portfolio of fashion and lifestyle brands including Cherokee, Carole Little, Tony Hawk and Hawk Brands, Liz Lange and Sideout, in ?varied consumer product categories and sectors around the world. Additionally, the company has license agreements with best-in-class retailers and manufacturers covering over 40 countries across the globe including Target Stores (US and Canada), Kohl’s (US), Tesco (UK, Ireland, etc), RT-Mart (China), Pick ‘n Pay (South Africa), Falabella (Chile, Peru and Colombia), Arvind Mills (India and certain Middle Eastern countries), Comercial Mexicana (Mexico), Eroski (Spain), Nishimatsuya (Japan), Magnit (Russia), Landmark Group’s Max Stores (certain MENA nations) and others.
