Hi-Tec will expand beyond footwear as part of the new license

Hi-Tec will expand beyond footwear as part of the new license

Cherokee Global Brands, owner and marketer of brands including Cherokee and Hi-Tec, has entered into a license agreement to expand its Hi-Tec and 50 Peaks brands in several key growth categories in North America.

The new licensing agreements are with the Tharanco Group for men's and women's apparel, and Interbrand for accessories including socks, gloves, and hats – and mark the evolution of the Hi-Tec and 50 Peaks brands beyond footwear. The deal follows a licensing agreement forged at the end of last year with Carolina Footwear for it to manufacture and sell Hi-Tec and Magnum-branded footwear.

Cherokee forges license deals for Hi-Tec and Magnum

Henry Stupp, CEO of Cherokee Global Brands, says: "As part of our strategic post-acquisition plan for Hi-Tec, we are partnering with industry-leading footwear, apparel and accessories specialists to ensure that the full potential of our Hi-Tec portfolio is realised. We have completed this important initial phase in just over six months through our agreements with Carolina Footwear, Tharanco and Interbrand. These deeply-connected, retail-savvy partners will allow us to quickly scale our newest outdoor and active lifestyle brands across multiple channels and categories."

Tharanco, which specialises in clothing utilising the latest fabric technologies, comments the partnership "couldn't be better timed."

"The outdoor recreation industry is booming and we are well positioned to fully participate in the opportunity through our partnership with Cherokee Global Brands. We look forward to delivering great functional apparel at a compelling value," says Bill Hackett, president of Tharanco Outdoor.

Interbrand is an accessories company specialising in socks, headwear, gloves, scarves, and leather goods. It has a presence in over 35 countries.

Robert McMeekin, CEO of Interbrand, says: "As the market for outdoor lifestyle brands evolves and grows, Hi-Tec represents an important partnership for us. Hi-Tec's history of providing high-quality products and promoting social consciousness fits perfectly with our culture. Our strategic positioning is also well aligned as consumers seek greater product versatility and value." 

Ed Van Wezel, CEO of Hi-Tec Sports International Holdings, adds: "Our portfolio of brands enjoys an authentic and rich heritage. We are proud to have the opportunity to expand our vision through these new partnerships."

The new collections will be available in national department stores and outdoor retailers throughout North America beginning early 2018.