US: Cherokee and Tesco to relaunch brand
By Katie Smith | 3 April 2012
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The Cherokee collection will relaunch in autumn |
Brand management company Cherokee Inc has reached an agreement with supermarket retailer Tesco to relaunch the Cherokee brand.
Cherokee said the relaunch aims to leverage its new 360° approach to product design and development, marketing and support services.
Tesco and Cherokee have installed a group of "experienced and dedicated" retail and product professionals who will be solely focused on the Cherokee brand at Tesco. The two companies have joined together to provide "well-designed product and turn-key solutions that touch all aspects of the consumer's experience and enhance both customer satisfaction and consumer value".
The redesigned collection is scheduled to be delivered this autumn, featuring men's, women's, kids, baby, newborn products and accessories. It will be supported with marketing campaigns to "enhance the consumer experience within the store, online and in print".
Cherokee Group CEO Henry Stupp said: "Our teams have worked diligently to reaffirm our relationship with Tesco and are very excited about the re-launch of the Cherokee brand in Tesco stores.
"Our new methodology of doing business with our partners is delivering successful results around the world, and we are optimistic about our future with Tesco."
Jason Tarry, CEO clothing, Tesco Central Europe, added: "There is a great opportunity to build on our decade-long relationship with Cherokee and introduce this range to our customers in Central Europe. We are working very closely with Cherokee on this collaboration to ensure we have the right price ranges in place for our specific markets."
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