Cherokee Inc. was the original name of an American worldwide brand management and licensing company. Founded in 1983, the company transitioned from a direct manufacturer of women's apparel and footwear to a global licensor of fashion and lifestyle brands. It has since evolved into Apex Global Brands, a company specializing in owning, developing, and marketing a diverse portfolio of intellectual property for various product categories across global markets.
History
- Founding and Early Years (1983-2000s): Cherokee Inc. was established in 1983, initially focusing on manufacturing and selling women's casual footwear, clothing, and accessories. The brand gained recognition for its comfortable and casual style.
- Shift to Licensing (2000s): In the early 2000s, Cherokee Inc. strategically shifted its business model from manufacturing to a pure brand licensing model. This involved licensing the Cherokee brand name to major retailers and manufacturers, most notably a significant partnership with Target Corporation in the United States, which began in 1997 and lasted for many years, making Cherokee a household name. Similar partnerships were established internationally, such as with Tesco in the UK.
- Expansion and Rebranding to Cherokee Global Brands (2010s): To reflect its growing international presence and diversified brand portfolio beyond just the "Cherokee" brand, the company rebranded as Cherokee Global Brands in 2015. During this period, the company actively acquired other brands to expand its licensing offerings, including the Hi-Tec and Magnum footwear brands in 2016.
- Further Evolution to Apex Global Brands (Late 2010s-Present): Following further strategic restructuring and a focus on consolidating its position as an umbrella organization for multiple brands, the company changed its name to Apex Global Brands. In late 2019 and early 2020, Apex Global Brands underwent a take-private transaction and delisted from the NASDAQ stock exchange, becoming a privately held entity.
Business Model
Apex Global Brands operates on a licensing model. The company owns the intellectual property rights (trademarks, designs, brand identity) for its portfolio of brands. It then licenses these rights to third-party manufacturers, distributors, and retailers worldwide. These licensees are responsible for the design, production, marketing, and distribution of products under the licensed brand names, paying royalties to Apex Global Brands. This model allows the company to generate revenue with a relatively low capital expenditure and operational overhead, focusing its efforts on brand development, marketing, and strategic partnerships.Brands Portfolio
The company manages a diverse range of brands across various categories, including apparel, footwear, accessories, and home goods. Key brands in its portfolio include:- Cherokee: The flagship brand, known for family apparel, accessories, and home products, with a history of strong retail partnerships.
- Hi-Tec: A global outdoor and sports footwear brand, offering products for hiking, walking, and athletic activities.
- Magnum: A tactical and safety footwear brand, widely used by military, law enforcement, healthcare, and industrial professionals.
- Tony Hawk Signature Apparel and Accessories: A lifestyle brand inspired by the professional skateboarder Tony Hawk, targeting youth and streetwear markets.
- Liz Claiborne New York: Licensed for specific product categories, leveraging the heritage of the established fashion brand.
- Sideout: A casual beachwear and lifestyle brand.
- Everyday Princess: A girls' apparel and accessories brand.
- 50 Peaks: An outdoor performance brand.
Global Reach
Through its extensive network of licensing partners, Apex Global Brands' products are sold in over 100 countries across a wide array of retail channels, including mass-market retailers, department stores, specialty stores, and e-commerce platforms. The company continuously seeks to expand its global footprint and diversify its product offerings through new licensing agreements and market entries.See Also
- Brand management
- Licensing
- Apex Global Brands