Cherokee Inc. (NASDAQ: CHKE), a global marketer of style-focused lifestyle brands, announced that as of last week the Cherokee brand has launched at 48 Max stores throughout the United Arab Emirates, Kingdom of Saudi Arabia, and Kuwait as part of an exclusive partnership entered into with Max brand in July 2012.
The debut collection of Cherokee men’s, women’s, and kids’ clothing for Max was designed in California by Cherokee’s internal product design studio. Recognizing the global brand power of Cherokee, Max has invested significant resources into its partnership with Cherokee and the upcoming launch of the brand. The brand launch will be supported by a fully integrated multi-channel marketing and publicity campaign including a combination of Cherokee-branded in-store presentations, social and digital marketing efforts, promotional activities and in-store launch events.
“The unveiling of Cherokee at Max is a perfect example of our 360 degree approach brought to life,” said Cherokee Chief Executive Officer, Henry Stupp. “By leveraging our exceptional in-house team of product designers, marketers, and financial experts, we were able to offer Max a completely turnkey solution. We are proud to debut a collection of men’s, women’s and kids’ clothing fully conceptualized and designed for Max by our talented in-house Cherokee team. We look forward to sharing our family lifestyle brand with Max shoppers and want to thank all of Max’s management for their continued support of the Cherokee brand.”
Mr. Ramanathan Hariharan, CEO, Max Fashions, shared in Mr. Stupp’s excitement, “We are delighted to be able to announce the official launch of Cherokee products in our stores. When we entered into a partnership with Cherokee last July, we were confident that the Cherokee brand would be an excellent addition to our product offering. With the upcoming launch, we remain convinced that Cherokee’s unique design and family-lifestyle appeal will be a hit with our customers as well as reinforce our brand promise, ‘More Fashion, More Value.’
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