Cherokee has signed an exclusive agreement with Roots Canada to represent the Roots brand in the United States. Under the terms of the agreement, Cherokee will engineer strategic retail direct licensing opportunities for Canada's leading athletic lifestyle brand.
Established in Toronto in 1973 by Michael Budman and Don Green, Roots is one of Canada's most respected names in fashion and style, offering a wide range of quality clothing, leather goods and accessories for men and women of all ages. Licensed products include shoes, hosiery, fashion accessories, eyewear, watches, luggage, linens, home furnishings, and more. Roots is proudly associated with the Olympic Games and has become renowned for outfitting the teams of the United States, Canada, Great Britain and Barbados. The privately owned company operates nearly 150 branded stores in Canada, 6 in the United States and 15 in Taiwan.
The distinction of the Roots brand combined with Cherokee's success in retail direct licensing provides the ability for one retailer to create an exclusive range of exciting fashion and lifestyle products based on the 32-year heritage of this highly-recognized brand.
“We are thrilled to partner with Cherokee to extend the brand in a meaningful way in the United States,” said Carolyn Holdsworth, Vice President of Licensing for Roots. “Cherokee's unique experience with creating successful retail direct partnerships will undoubtedly deliver the best opportunity for both Roots and one US retailer.”
Cherokee officials are equally excited about the new deal. “The heritage, history and emotional connection consumers have to the Roots brand is perfect for US retail,” said Anthony Damiani, Vice President of Brand Development for Cherokee. “People want quality brands they can relate to and trust, and the Roots brand will deliver that and more through this exclusive partnership. Additionally, the opportunity to partner with the US Olympic program with Roots offers an unmatched retail opportunity.”
