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Cherokee Launches Brand for Indian Stores

Cherokee Global Brands announced Wednesday the launch of Point Cove – California Clothing Co., a new fashion and lifestyle brand. The California-inspired brand will be available in Reliance Trends stores throughout India. Reliance Trends is a subsidiary of Reliance Industries Ltd. of Mumbai, and is one of the largest retailers in India with nearly 2,000 outlets. Last November Cherokee announced its partnership with Reliance in hopes of developing a new brand to distribute through the specialty apparel and accessory chain in India. The Sherman Oaks company created Point Cove in-house, and the brand will include apparel, accessories and footwear for children ages 2 to 14. “Point Cove is a great example of how our in-house design, content marketing and brand strategy capabilities coalesce into powerful programs that drive vision, agility and scale for our retail partners around the world,” Howard Siegel, president of Cherokee Global Brands, said in a statement. Cherokee has a portfolio that includes the Cherokee, Carole Little, Liz Lange and Sideout brands. And just last month the company entered a license agreement with 5 Horizons Group to sell products from its recently acquired La Jolla-based casual lifestyle brand, Everyday California. The company sells apparel and accessories through retailers in 40 countries, including China, Russia, Israel, Mexico and India. Shares down 46 cents or nearly 2 percent to $25.23 on the Nasdaq.

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