Preview: Cherokee Flips Strategy After Retail Disappointment

After two years of disappointing losses, apparel company Cherokee Inc. is doubling down on what made the business successful in the first place. Cherokee’s business model has historically centered on licensing its Cherokee, Tony Hawk, Everyday California and other brands to clothing manufacturers and vendors. But in recent years the Sherman Oaks company sought to diversify with the acquisitions of a brick-and-mortar retailer and footwear distributor. That didn’t work out as hoped; now it’s returning exclusively to licensing.