Fashion brand licensor and management company Cherokee has amended its agreement with Arvind Retail Limited to include the Middle East.

Its running deal with the Indian distributor will included the United Arab Emirates, Qatar, Bahrain, Oman, Yemen, Kuwait, Saudi Arabia and Egypt.

J Suresh, CEO of Arvind Retail Limited, said: "We believe we have tremendous opportunities in front of us for the Cherokee brand. The consumer demand is growing daily throughout India. With our resources and relationships, it is our goal to successfully leverage our business and develop the Cherokee brand in various categories and multiple channels of distribution. Our plan is to make Cherokee the largest family brand throughout India and the Middle East."

Larry Sass, EVP, Cherokee, said: "We greatly respect our relationship with Arvind. With the commitment of Suresh and his other senior executives, we look forward to significant and ongoing growth of the Cherokee brand in India and the Middle East over the next several years. Arvind’s design, merchandising and manufacturing expertise, coupled with their retail and wholesale network within these markets, will allow us to further develop our world branding strategy."