Cherokee Changes Name to Apex

Cherokee Global Brands announced Wednesday that it will change its name to Apex Global Brands, effective Thursday. The clothing and footwear company based in Sherman Oaks will change its common stock and begin trading on the Nasdaq under the ticker “APEX.” It previously traded under the ticker “CHKE.” Additionally, the rebrand will include an overhaul of the company’s website and a revision of its promotional strategy. Chief Executive Henry Stupp said the name change is reflective of Cherokee’s growing brand portfolio and marketing and design services. “Over the last decade, we expanded our offering beyond our namesake Cherokee brand to a well-rounded assortment of high-equity lifestyle brands,” Stupp said in a statement. “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.” The company’s brand portfolio includes Cherokee, Tony Hawk Signature Apparel, Hi-Tec, Magnum, Liz Lange and others. Shares of Cherokee (CHKE) closed Wednesday up nearly 2 cents, or 3.6 percent, to 52 cents on the Nasdaq.