California Apparel News

Sherman Oaks, Calif.–based Cherokee Inc. struck a licensing deal with Mahindra Retail Pvt Ltd. to sell Liz Lange Maternity apparel in Mahindra’s Mom & Me stores throughout India.

Liz Lange is one of several brands in Cherokee’s portfolio, which also includes Cherokee, Carole Little and Sideout.

“As we do with all of our partners, we will support this relationship with our unique 360-degree service model,” said Henry Stupp, Cherokee chief executive officer, in a statement. “This is an important step toward our globalization of the Liz Lange brand as we continue to pursue additional partnerships around the world. We look forward to a successful partnership with Mahindra and the many possibilities ahead.”

Part of the $16.2 billion Mahindra Group, Mom & Me stores specialize in maternity and infant-care merchandise. There are 113 Mom & Me stores in 48 cities in India.

“Mom & Me has practically been the pioneer in the maternity-wear category in India and has been the retail brand of choice for over a million mothers in its short history since its inception in 2009,” said K. Venkataraman, CEO of Mahindra Retail. “As an organization, we value professionalism and excellence in all aspects of our work, products and services. Our goal is to partner with world-class companies that bring innovation and excellence to our relationship and exclusive and valued products to our customers. We believe that The Cherokee Group is a premier licensing and marketing company that exhibits such traits and the Liz Lange Maternity brand is a perfect fit for our Mom & Me stores, bringing great style and value to our customers.”