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Cherokee in license agreements for Hi-Tec, 50 Peaks
Jul '17
Courtesy: Cherokee global brands
Courtesy: Cherokee global brands
Cherokee, a global brand marketing platform that manages a growing portfolio of fashion and lifestyle brands, has entered into license agreements for its Hi-Tec and 50 Peaks brands with the Tharanco Group for men’s and women’s apparel and Interbrand for accessories including socks, gloves, and hats, marking broadening of Hi-Tec and 50 Peaks beyond footwear.

Cherokee, a global brand marketing platform that manages a growing portfolio of fashion and lifestyle brands, it has entered into license agreements for its Hi-Tec and 50 Peaks brands in several key growth categories. The new licensing agreements with the Tharanco Group for men’s and women’s apparel and Interbrand for accessories including socks, gloves, and hats, mark a significant step toward broadening the Hi-Tec and 50 Peaks brands beyond footwear leveraging the brands’ existing strong position in the outdoor and active markets.

Henry Stupp, chief executive officer of Cherokee Global Brands stated, “As part of our strategic post-acquisition plan for Hi-Tec, we are partnering with industry-leading footwear, apparel and accessories specialists to ensure that the full potential of our Hi-Tec portfolio is realised. We have completed this important initial phase in just over six months through our agreements with Carolina Footwear, Tharanco and Interbrand. These deeply-connected, retail-savvy partners will allow us to quickly scale our newest outdoor and active lifestyle brands across multiple channels and categories.”

The new collections will be available in national department stores and specialty and outdoor retailers throughout North America beginning early 2018.

Tharanco’s president and CEO, Michael Setola said, “We are proud to announce the launch of our outdoor division in partnership with Cherokee Global Brands. Hi-Tec is a powerful outdoor lifestyle brand and the partnership couldn’t be better timed.”

Bill Hackett, president of Tharanco Outdoor said, “The outdoor recreation industry is booming and we are well positioned to fully participate in the opportunity through our partnership with Cherokee Global Brands. We look forward to delivering great functional apparel at a compelling value.”

Tharanco specialises in providing fashionable clothing that utilises the latest trends and fabric technologies. Over the course of its 25-year history, the company has become a force in the apparel and retail industry through its broad distribution of men’s and woman’s national and private brands in all retail tiers throughout North America and internationally.

Robert McMeekin, CEO of Interbrand said, “As the market for outdoor lifestyle brands evolves and grows, Hi-Tec represents an important partnership for us. Hi-Tec’s history of providing high-quality products and promoting social consciousness fits perfectly with our culture. Our strategic positioning is also well aligned as consumers seek greater product versatility and value.”

Interbrand is a global accessories company with specific expertise in socks, headwear, gloves, scarves, and leather goods. Interbrand designs, markets and distributes products in over 35 countries, through department stores, regional specialty, national athletic, big box outdoor, mass retailers and wholesale clubs in over 8,000 doors nationally.

Ed Van Wezel, CEO of Hi-Tec Sports International Holdings added, “Our portfolio of brands enjoys an authentic and rich heritage. We are proud to have the opportunity to expand our vision through these new partnerships.” (SV)

Fibre2Fashion News Desk – India

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