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Cherokee Hits Racks in Middle East

Cherokee Inc. apparel is now being sold in the Middle East as the Van Nuys company continues with its international expansion. The company announced on Monday that a collection of men’s, women’s and children’s clothing was made available last week in 48 Max stores in the United Arab Emirates, Kingdom of Saudi Arabia and Kuwait. Cherokee designed the collection after entering a partnership last summer with Max owner Landmark Group of Dubai. Cherokee Chief Executive Henry Stupp said the launch will be supported by a broad campaign, including a combination of Cherokee promotions, in-store presentations, and social and digital marketing. Max Fashions Chief Executive Ramanathan Hariharan said he expects the Cherokee items to sell well. “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,’” he said, in a prepared statement. Landmark Group owns multiple retail brands and has 1,500 retail outlets in the Middle East, India and Africa. The expansion into the Middle East comes a few months after Cherokee established an online store on China’s largest e-commerce website, Tmall.com. In its fiscal first quarter, Cherokee reported strong sales in its Asia business, including a 46 percent jump at brick-and-mortar retail outlets. Shares of Cherokee closed down 15 cents, or more than 1 percent, to $13.20 on the Nasdaq.

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