Reliance Trends launches Point Cove in collaboration with Cherokee Global Brands

NEW DELHI: Reliance Trends, a part of Reliance Retail Ltd, has tied up with Cherokee Global Brands, a marketer of fashion and lifestyle brands, to introduce the Point Cove brand for children in India.

Point Cove-branded apparel, accessories and footwear seek to bring out the California spirit to India and were created by US-based Cherokee Global Brands in collaboration with Reliance Trends. They are targeted at the age group of 2-14, according to a release by Reliance Trends on Tuesday.

"Our customers have already begun to embrace Point Cove's unique, California essence and we look forward to working with the entire Cherokee Global Brands team to further develop the brand over time," said Akhilesh Prasad, CEO of Reliance Trends.

Cherokee Global has licensing agreements with retailers and manufacturers in over 50 countries and its products are available in 7,000 retail locations. "We are very excited to jointly introduce, with our partner Reliance Trends, the Point Cove brand in India, while continuing to expand the organic growth of our infrastructure and our expanding portfolio of style-focused lifestyle brands," said Howard Siegel, President and COO of Cherokee Global Brands.

Reliance Trends has more than 220 stores and hosts over 100 apparel and accessory brands along with 20 private brands across the country.