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Tesco to re-launch Cherokee brand in UK
Apr '12
Cherokee Inc, a global brand management company, is pleased to announce that both Cherokee Inc. and Tesco have reached a mutual agreement to re-launch the Cherokee brand leveraging the Company's new 360° approach to product design & development, marketing and support services.

The renewed commitment is a fundamental opportunity to showcase the changes within the Cherokee Group and implement the same successful methods Cherokee has been employing to build long-term sustainable growth with its partners in over 30 countries.

Cherokee and Tesco have installed in the UK an experienced and dedicated group of retail and product professionals who will be solely focused on the Cherokee brand at Tesco. In order to simplify and improve the planning process, Tesco and Cherokee have joined forces in offering well-designed product and turn-key solutions that touch all aspects of the consumer's experience and enhance both customer satisfaction and consumer value.

Both companies will benefit from the already high awareness of the Cherokee Brand in the UK and Central Europe. The redesigned collection is scheduled to be delivered in Fall 2012 in all major categories including men's, women's, kids, baby, newborn and accessories and will be supported with fully-integrated marketing campaigns to enhance the consumer experience within the store, online and in print.

Cherokee Group CEO Henry Stupp commented, “Our teams have worked diligently to reaffirm our relationship with Tesco and are very excited about the re-launch of the Cherokee brand in Tesco stores.

This is an important milestone, and I personally want to thank everyone at Cherokee, including the new members of our team and Company veterans that have come together under the newly invigorated organization and embraced Cherokee's unique, proprietary 360° approach to unparalleled brand support.”

“Our new methodology of doing business with our partners is delivering successful results around the world, and we are optimistic about our future with Tesco.”

Jill Easterbrook, Tesco U.K. Clothing Director, said, “We are delighted to be working with Cherokee again. It is a well-liked brand in the UK and familiar to Tesco shoppers. Our customers like the classic American, casual style at very affordable prices. I look forward to launching the new collection for autumn/winter later this year.”

Jason Tarry, CEO Clothing, Tesco Central Europe, further commented: “There is a great opportunity to build on our decade-long relationship with Cherokee and introduce this range to our customers in Central Europe. We are working very closely with Cherokee on this collaboration to ensure we have the right price ranges in place for our specific markets.”

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.

Cherokee Inc

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