Cherokee Inc. has entered into an exclusive license agreement for its SIDEOUT brand with Tiendas Soriana S.A. de C.V, Mexico's second-largest retailer, with approximately 465 hypermarkets in more than 135 Mexican cities.
“Sideout is an authentic California lifestyle brand and we are pleased to partner with The Cherokee Group and develop Sideout throughout Mexico,” said Jose Manuel Sanchez, Soriana's commercial director. This is a significant step for our merchandising teams and we are confident we will add significant growth and profit to our apparel and non-foods business. We look forward to working closely with the Cherokee team and sharing much success together.”
Martha Corzo Martell, Cherokee's senior regional director, who recently joined the company to further expand its retail partnerships in the Southern Hemisphere, said, “Soriana is one of the premier retailers in Mexico. We are excited to partner with them and on behalf of our team, we look forward to working closely with Soriana to launch and grow the Sideout brand.”