Cherokee Expands International Presence through Exclusive Partnership with Max,

SHERMAN OAKS, Calif., Jul 19, 2012 (BUSINESS WIRE) — Cherokee Inc. CHKE +0.87% , a global brand management company, is pleased to announce today its exclusive partnership with Max, the largest value-based, fashion retail chain in the Middle East and Africa. Following this agreement, Cherokee now maintains license agreements with retailers which span over 40 countries worldwide and expands its presence in the Middle Eastern retail market.

Beginning summer 2013, customers will have the opportunity to purchase Cherokee-branded products initially at select Max stores throughout the Middle East and Africa. The Cherokee brand will join Max’s select roster of affordable, high-quality products and will be positioned as a family lifestyle brand for women’s, men’s, kids, and juniors at Max stores.

Henry Stupp, Chief Executive Officer of the Cherokee Group stated, “The exclusive partnership with Max is a testament to our continued progress in improving our brand penetration and strengthening our global brand footprint. We are confident that our family-focused lifestyle brand will resonate well with Max’s fashion-forward, value-oriented patrons, and we look forward to working with Max to develop and expand our consumer base throughout the Middle East and Africa. Mark Nawrocki, our Senior Vice President, along with our entire team at The Cherokee Group, have excelled at identifying exceptional retail partners that have successfully introduced our brand into new markets.”

Ramanathan Hariharan, Chief Executive Officer of Max added, “The Cherokee brand with its unique design and American casual appeal will be an excellent addition to our stores, complementing our current offering and reinforcing our brand promise: ‘More Fashion, More Value’. The brand will showcase its products for men, women and children initially at select Max outlets in the Middle East and Africa.”

Max was launched in 2004 by the Landmark Group, one of the largest retail organizations in the Middle East and India. Max offers customers a distinctive offering of fashion clothing, footwear, accessories and household products in a comfortable and inviting shopping environment. Today, the chain includes – 200 retail store locations across UAE, KSA, Jordan, Kuwait, Bahrain, Oman, Turkey, Egypt, Libya, Qatar, Nigeria, Lebanon, Sudan, Yemen and India and has plans to expand its footprint further throughout the Middle East and beyond.

About Cherokee Inc.

Cherokee Inc. is a global marketer and manager of a portfolio of Fashion and Lifestyle brands it owns and represents in multiple consumer product categories and sectors around the world. The Company has license agreements with premier retailers and manufacturers covering over 30 countries around the world including Target Stores (U.S.), Tesco (U.K., Ireland and certain Central European countries), Zellers (Canada), RT-Mart (Peoples Republic of China), Pick ‘n Pay (South Africa), Falabella (Chile, Peru and Colombia), Arvind Mills (India and certain Middle Eastern countries), Shufersal LTD. (Israel), Comercial Mexicana (Mexico), Eroski (Spain), Nishimatsuya (Japan), Magnit (Russia) and the TJX Companies (U.S., Canada and Europe).

About Max

Launched in the UAE in May 2004, Max is the largest value fashion brand chain in the Middle East with 200 stores across the Middle East and India. Catering to the mid-market segment it retails its Max branded merchandise for men, women and children along with footwear and home accessories. An established Superbrand, Max strives to fulfill its brand promise of ‘More Fashion More Value’ to its customers by offering merchandise designed in-house and manufactured to stringent quality standards at amazing prices. Max is part of the Landmark Group, one of the largest retail conglomerates in the Middle East and India.

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