Cherokee Inc. Announces Two New Key Hires

Cherokee Inc. (NASDAQ: CHKE), a leading innovator and global marketer of fashion and lifestyle brands it owns and represents in multiple consumer product categories and sectors around the world, announced today the hire of Sally Mueller as the Company’s Chief Brand Officer and Jamie Curtis as its VP Marketing. Both will be based in Cherokee’s new marketing office located in Minneapolis, Minnesota.

In this newly created position as Chief Brand Officer, Ms. Mueller will be responsible for building a highly-effective, world-class marketing and creative organization to identify opportunities for brand acquisitions while furthering the development of Cherokee’s new and existing businesses. In addition, on the business development front, Ms. Mueller will draw from her senior-level retailer experience to further enhance the Company’s brand visibility.

Ms. Mueller joins The Cherokee Group with over 24 years of experience at the Target Corporation, where she helped take the company from a regional discount retailer to an internationally recognized global brand. While at Target, Ms. Mueller spearheaded many initiatives including the “Sign of the Times,” “Design for All,” and “Go International,” each of which helped bring Target to the forefront of the global retail market.

“I have worked closely with Sally this past year as we have developed the new Global Vision for our Cherokee brand. Sally possesses the rare combination of creative and analytical skills that combined with her practical hands-on experience, presented a tremendous strategic opportunity for Cherokee,” said Henry Stupp, Chief Executive Officer of The Cherokee Group. “Sally’s many years of senior-level experience with our largest domestic partner, Target, along with her visionary work on numerous nationally and globally recognized brands, will be a critical part to the continued redesign and enhancement of the Cherokee’s group of brands. We look forward to working together as we deliver high-quality materials, marketing innovations and strategic opportunities that grow our business on a global basis. Hiring someone of Sally’s caliber as part of our team signals a new era in Cherokee’s long-term commitment and vision for our Company.”

Ms. Curtis joins the Cherokee Group from Coach Inc., where she most recently served as Senior Director of Collaborations. Prior to Coach, Ms. Curtis worked in the Marketing Department at Target Corporation. Ms. Curtis will work with Cherokee’s senior management in the identification and generation of new revenue streams by providing marketing leadership for the Company’s existing and new brand acquisitions.

“In this newly created position of VP Marketing, Jamie will bring over a decade of ‘fashion & brand’ experience, excitement and energy to our company’s marketing efforts,” noted Henry Stupp. “I am proud that we are attracting high-level talent that shares the same vision, enthusiasm and passion for our brands as I do, and recognizes the progress that has been made over the past year at The Cherokee Group. Together Sally and Jamie form an important catalyst for future growth, and on behalf of our dedicated team and partners in over 30 countries, we welcome them to our company.”

About Cherokee Inc.

Cherokee Inc. is a global marketer and manager of a portfolio of fashion and lifestyle brands it owns and represents in multiple consumer product categories and sectors around the world. The Company has license agreements with premier retailers and manufacturers covering over 30 countries around the world including Target Stores (U.S.), Tesco (U.K., Ireland and certain Central European countries), Zellers (Canada), RT-Mart (Peoples Republic of China), Pick ‘N Pay (South Africa), Falabella (Chile, Peru and Colombia), Arvind Mills (India and certain Middle Eastern countries), Shufersal LTD. (Israel), Comercial Mexicana (Mexico), Eroski (Spain), Nishimatsuya (Japan), Magnit (Russia) and the TJX Companies (U.S., Canada and Europe).

Statements included within this news release may contain forward-looking statements for purposes of the safe harbor provided by the Private Securities Litigation Reform Act of 1995. When used, the words “anticipates,” “believes,” “expects,” “may,” “should” and similar expressions are intended to identify such forward-looking statements. Forward-looking statements included in this press release (including, without limitation, express or implied statements regarding potential future business development) involve known and unknown risk and uncertainties that may cause the actual results, performance or achievements of the Company to be materially different from any future results, performance or achievements expressed or implied by such forward-looking statements. Such risks and uncertainties, include, but are not limited to, the effect of global economic conditions, the financial condition of the apparel and retail industry, adverse changes in licensee or consumer acceptance of products bearing the Company’s brands the ability and/or commitment of the Company’s licensees to design, manufacture and market Cherokee, Sideout and Carole Little branded products, the Company’s dependence on a select group of licensees for most of the Company’s revenues and the Company’s dependence on its key management personnel. The risks included here are not exhaustive. A further list and description of these risks, uncertainties and other matters can be found in the Company’s Annual Report on Form 10-K for Fiscal Year 2010, and in its periodic reports on Forms 10-Q and 8-K (if any). Given these risks and uncertainties, you should not place undue reliance on forward-looking statements as a prediction of actual results. The Company disclaims any intent or obligation to update any of the forward-looking statements contained herein to reflect future events and developments.

Copyright Business Wire 2010

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