Reliance Retail ties up with Cherokee Global Brands

Reliance Retail announced that it has entered into a new strategic partnership with Cherokee Global Brands. 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. "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,” said Akhilesh Prasad, CEO, Reliance Trends.

The partnership enables Cherokee Global Brands to leverage Reliance Trends' established marketing and retail distribution strengths to promote the new brand in India. With this association, Reliance Trends will further strengthen its proposition in the apparel segment by offering an original, fashionable, high quality, design-led brand to Indian consumers.

"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 maximise the value associated with our proprietary 360Ës 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 definite formula for success,” noted Howard Siegel, President and COO of Cherokee Global Brands.

Cherokee Global Brands is a marketer and manager 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 best-in-class retailers and manufacturers covering over 40 countries around the world.