Cherokee Brand Launches at Max Stores, the Largest Value Fashion Brand Chain in the Middle East

Cherokee brand to be available at 48 stores throughout the UAE, KSA, and Kuwait

SHERMAN OAKS, Calif.--()--Cherokee Inc. (NASDAQ: CHKE), a global marketer of style-focused lifestyle brands, announced that as of last week the Cherokee brand has launched at 48 Max stores throughout the United Arab Emirates, Kingdom of Saudi Arabia, and Kuwait as part of an exclusive partnership entered into with Max brand in July 2012.

The debut collection of Cherokee men’s, women’s, and kids’ clothing for Max was designed in California by Cherokee’s internal product design studio. Recognizing the global brand power of Cherokee, Max has invested significant resources into its partnership with Cherokee and the upcoming launch of the brand. The brand launch will be supported by a fully integrated multi-channel marketing and publicity campaign including a combination of Cherokee-branded in-store presentations, social and digital marketing efforts, promotional activities and in-store launch events.

“The unveiling of Cherokee at Max is a perfect example of our 360 degree approach brought to life,” said Cherokee Chief Executive Officer, Henry Stupp. “By leveraging our exceptional in-house team of product designers, marketers, and financial experts, we were able to offer Max a completely turnkey solution. We are proud to debut a collection of men’s, women’s and kids’ clothing fully conceptualized and designed for Max by our talented in-house Cherokee team. We look forward to sharing our family lifestyle brand with Max shoppers and want to thank all of Max’s management for their continued support of the Cherokee brand.”

Mr. Ramanathan Hariharan, CEO, Max Fashions, shared in Mr. Stupp’s excitement, “We are delighted to be able to announce the official launch of Cherokee products in our stores. When we entered into a partnership with Cherokee last July, we were confident that the Cherokee brand would be an excellent addition to our product offering. With the upcoming launch, we remain convinced that Cherokee’s unique design and family-lifestyle appeal will be a hit with our customers as well as reinforce our brand promise, ‘More Fashion, More Value.’

Over the coming months, Max will roll-out the Cherokee brand at additional store locations. Max, originally launched in 2004 by the Landmark Group, is one of the largest retail conglomerates in the Middle East and India. An established ‘Superbrand,’ the retailer strives to fulfill its brand promise of ‘More Fashion More Value’ to its customers, complementing Cherokee’s own mantra to exceed customer expectations by bringing premium-quality, affordable fashion to the entire family.

About Cherokee Inc.

Cherokee Inc. is a global marketer and manager of a portfolio of Fashion and Lifestyle brands including Cherokee®, Carole Little®, Liz Lange® and Sideout®, in multiple consumer product categories and sectors around the world. The Company has license agreements with premier retailers and manufacturers covering over 40 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), Landmark Group’s Max Stores (certain Middle East and North Africa countries), 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, Liz Lange, Completely Me, Sideout and Carole Little branded products, the Company’s dependence on Target 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 2013, and in its periodic reports on Forms 10-Q and 8-K. 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.

Contacts

Cherokee Inc.
Jason Boling, CFO
(818) 908-9868
or
Addo Communications, Inc.
Patricia Nir/Kimberly Esterkin
(310) 829-5400

Cherokee for Max (Photo: Business Wire)

Cherokee for Max (Photo: Business Wire)

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Contacts

Cherokee Inc.
Jason Boling, CFO
(818) 908-9868
or
Addo Communications, Inc.
Patricia Nir/Kimberly Esterkin
(310) 829-5400