Cherokee Signs Exclusive Brand License in Mexico

Cherokee Inc. has entered into an exclusive license agreement for its Sideout brand with Mexican retail company Tiendas Soriana S.A. de C.V., the Van Nuys-based brand management company announced. The multi-year agreement covers a wide range of categories, including men’s, women’s and children’s clothing, footwear and accessories. Soriana, which Cherokee calls Mexico’s second-largest retailer, has about 465 hypermarkets in more than 135 Mexican cities. Hypermarkets are large stores selling products commonly found in both department stores and supermarkets. “Sideout is an authentic California lifestyle brand and we are pleased to partner with The Cherokee Group and develop Sideout throughout Mexico,” said Jose Manuel Sanchez, Soriana’s commercial director. “This is a significant step for our merchandising teams and we are confident we will add significant growth and profit to our apparel and non-foods business.” Cherokee official said they are also pleased with the partnership. “Soriana is one of the premier retailers in Mexico,” said Martha Corzo Martell, Cherokee’s senior regional director who recently joined the company to help expand its retail partnerships in the Southern Hemisphere. “We are excited to partner with them and on behalf of our team, we look forward to working closely with Soriana to launch and grow the Sideout brand.” Jessica Vernabe