Cherokee Global Brands, owner and marketer of brands including Cherokee and Hi-Tec, is to change its name to Apex Global Brands today (27 June).

The move, which was announced in the firm’s first-quarter earnings release earlier this month, is designed to reflect the company’s expanded brand portfolio, marketing, and design services.

“We are at a significant moment in our company’s history as we evolve our unique platform of capabilities and portfolio of brands,” explains CEO Henry Stupp. “Over the last decade, we expanded our offering beyond our namesake Cherokee brand to a well-rounded assortment of high-equity lifestyle brands. Most recently, we amplified our brand portfolio through the acquisition of Hi-Tec, Magnum, Interceptor and 50 Peaks. Each of our brands provides a unique value proposition and a strong long-term point of view.

“As Apex, we will leverage our strengthened platform and position ourselves as a true thought leader in the global retail space through brand management, brand creation and brand elevation.”

Through the Apex platform, Stupp says the firm’s owned brands will grow into new categories, multiple distribution channels and new geographies “without limitation.”

“We are now positioned to deepen our relationships with licensees as we assist our partners to deliver more product and introduce new categories faster and more efficiently than ever before.”

The company’s common stock will trade on the Nasdaq Capital Markets under the ticker ‘APEX’, previously ‘CHKE’. In addition to a name and ticker change, the firm’s corporate rebranding efforts will include an updated website.