Cherokee Rolls Out California-Inspired Brand in India

Cherokee Global Brands, a global marketer of fashion and lifestyle brands, launched Point Cove, a California clothing company, its new California-inspired brand, in Reliance Trends' stores throughout India.

Point Cove was created in-house by Cherokee Global Brands' design team in close collaboration with Reliance Trends. The brand brings a combination of playfulness and sophistication to Reliance stores in key categories including apparel, accessories, and footwear, for kids ages 2-14. The collection features bold colors that bring the California spirit to India.

The launch was supported by an integrated marketing plan that included a fully-developed in-store brand presentation, signage, social media and lifestyle photography that evokes the brand's inspirational essence, "Chase Your Dreams."

"We are excited to jointly introduce our latest brand partnership with Reliance Trends in India, as we continue to expand our portfolio of style-focused lifestyle brands," said Howard Siegel, president and COO of Cherokee Global Brands. "Point Cove is a great example of how our in-house design, content marketing and brand strategy capabilities coalesce into powerful programs that drive vision, agility and scale for our retail partners around the world."

Siegel continued, "Our partnership with Reliance Trends showcases the benefits of our highly-collaborative business model. Together we are bringing a bold and impactful brand to India's consumers by combining Reliance's established distribution in India with our extensive brand development and marketing expertise."

Akhilesh Prasad, CEO, Reliance Trends, said, "At Reliance Trends we are always looking to strengthen our apparel offerings with brands that can create emotional connections with our consumers. We are impressed with the thought, creativity and professionalism that the Cherokee Global Brands team dedicates to its brand partnerships. Our customers have already begun to embrace Point Cove's unique, California essence and we look forward to further developing the brand."
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