Los Angeles Business Journal

Cherokee Returns to School Uniform Business

By Bethany Firnhaber Monday, February 4, 2013

Brand licensing company Cherokee Inc. has announced that it has reacquired the school uniforms category of its apparel line Cherokee Uniforms from Strategic Partners Inc. in Chatsworth.

The Van Nuys company announced last week that it brought the school uniforms category back into the fold in order to more tightly control the brand name. Cherokee declined to disclose the purchase price.

The acquisition further cements Cherokee’s relationship with Minneapolis big-box retailer Target Corp., which has agreed to a multi-year license agreement to sell Cherokee branded school uniforms in its stores.

Henry Stupp, chief executive at Cherokee, said the acquisition is a step in the right direction for the company, which has become more directly involved with its brands since he joined the company in 2010.

“This is another important milestone for our company that will expand our overall product offering,” he said in a statement.

Last fall Cherokee expanded its apparel categories by acquiring maternity brand Liz Lange, which also sells exclusively at Target stores.

“We expect this transaction will be immediately accretive for shareholders, and we will work closely with Target to expand our product offering for Cherokee families,” Stupp said.