This week, Cherokee Inc, a Van Nuys brand management company, announced the re-launch of its brand at Tesco, a UK retail chain.
The agreement will include a redesigned fall collection for the men’s, women’s, children’s and infants’ categories. The collection will be supported by an updated marketing campaign that aims to enhance the customer experience within the store, online and print, according to company officials.
Cherokee and Tesco have collaborated on implementing a team of professionals to focus on the brand’s development and performance at Tesco.
The re-launch is a component of Cherokee’s plans to boost business with the retail giant; the brand has struggled to win over Tesco customers in past years. In its last earnings report in December, Cherokee attributed its dramatic drop in international sales and royalty revenues to a decline in sales at Tesco.
In a prepared statement, Henry Stupp, Cherokee’s CEO said the company was excited about the re-launch.
“This is an important milestone, and I personally want to thank everyone at Cherokee, including the new members of our team and Company veterans that have come together under the newly invigorated organization and embraced Cherokee’s unique, proprietary 360˚ approach to unparalleled brand support,” Stupp said. “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.”