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Nishimatsuya Chain to launch Cherokee’s baby products

December 16, 2011 (Japan)

Cherokee Inc., a leading licensor and global brand management company, is pleased to announce the launch of the Cherokee brand in Nishimatsuya Chain Co., Ltd stores as part of the Company’s rapid global growth initiative. Founded in 1956, Nishimatsuya is the premier specialty chain selling baby and children’s products in over 790 locations throughout Japan.

Beginning next Wednesday, December 21st, Cherokee-branded product will be available in 791 Nishimatsuya stores throughout the country. In addition, customers can purchase Nishimatsuya’s Cherokee products online. The Company will debut its spring 2012 collection of apparel, footwear, and accessories for baby and children.

The unveiling of Cherokee’s spring collection will be accompanied by a fully-integrated marketing campaign to launch this new partnership. Cherokee’s marketing campaign will range from in-store branded signage and promotional flyers to a full magazine spread and two television commercials broadcasted in Japan starting December 30, 2011. Both Cherokee and Nishimatsuya are looking forward to a very successful partnership.

Cherokee Group CEO Henry Stupp commented, “We are excited about the exclusive launch of Cherokee at Nishimatsuya, the premier specialty children's retailer throughout Japan. We are honored to partner with them and continue to expand our global reach. We are confident that our Company’s commitment to quality and affordability, along with our compelling product assortment for children, will be embraced by the Japanese consumer."

Managing Director Hisato Hasegawa of Nishimatsuya Chain Co., Ltd confirmed Mr. Stupp’s sentiments. “The Cherokee brand is a leading classic American family brand that enjoys global success, and we are looking forward to introducing the Cherokee brand to the Japanese market. "

"We feel strongly that Cherokee will benefit Nishimatsuya in our strategy to offer our customers international brands that provide reliable, high-quality products at affordable prices.”

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.

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