Cherokee Global Brands announced that it will be changing its name to APEX Global Brands to reflect the company’s expanded brand portfolio, marketing and design services, effective June 27.
“We are very excited to rebrand ourselves as APEX Global Brands,” said Chief Executive Officer Henry Stupp. “We are at a significant moment in our company’s history as we evolve our unique platform of capabilities and portfolio of brands. Over the last decade, we expanded our offering beyond our namesake Cherokee brand to a well-rounded assortment of high-equity lifestyle brands. Most recently, we amplified our brand portfolio through the acquisition of Hi-Tec®, Magnum®, Interceptor® and 50 Peaks®. Each of our brands provides a unique value proposition and a strong long-term point of view. As APEX, we will leverage our strengthened platform and position ourselves as a true thought leader in the global retail space through brand management, brand creation and brand elevation.”
Stupp continued, “Through the APEX platform, our owned brands will be able to grow into new categories, multiple distribution channels and new geographies without limitation. Our retail partners and licensees will be able to expand their global reach and relevance, and our shareholders will benefit from our transformation into a streamlined organization that can reach new levels of profitability. We are now positioned to deepen our relationships with licensees as we assist our partners to deliver more product and introduce new categories faster and more efficiently than ever before.”
Cherokee Global Brands will officially become APEX Global Brands on Thursday, June 27, 2019. On that date, the Company’s common stock will trade on the Nasdaq Capital Markets under the ticker “APEX,” previously “CHKE”. In addition to a name and ticker change, the Company’s corporate rebranding efforts will include an updated website and a revised communications offering to promote APEX’s unique platform of capabilities.
APEX Global Brands’ portfolio spans multiple consumer product categories and retail tiers around the world and includes Hi-Tec, Magnum, 50 Peaks, Interceptor, Cherokee, Tony Hawk, Liz Lange, Point Cove, Carole Little, Everyday California and Sideout.