Outdoor footwear brands Hi-Tec and 50 Peaks are expanding into apparel. Parent company Cherokee Inc. announced last week that it has entered into license agreements in several key growth categories, aimed to leverage the brands’ existing positions in the outdoor and active markets.
Tharanco Group will manufacture Hi-Tech and 50 Peaks men’s and women’s apparel. Cherokee tapped Interbrand to make accessories, including socks, gloves and hats for the two brands.
“Our portfolio of brands enjoys an authentic and rich heritage. We are proud to have the opportunity to expand our vision through these new partnerships,” said Ed Van Wezel, Hi-Tec Sports International Holdings B.V. CEO.
Cherokee Inc. acquired Hi-Tec in 2016 for $95.8 million with plans to convert the business to a branded licensing model. As part of a strategic post-acquisition plan for Hi-Tec, Cherokee Global Brands CEO Henry Stupp stated that the company is partnering with “industry-leading footwear, apparel and accessories specialists to ensure that the full potential of our Hi-Tec portfolio is realized.”
In December 2016, Cherokee inked a licensing agreement with Carolina Footwear to manufacture and sell Hi-Tec footwear.
Stupp added, “We have completed this important initial phase in just over six months through our agreements with Carolina Footwear, Tharanco and Interbrand. These deeply-connected, retail-savvy partners will allow us to quickly scale our newest outdoor and active lifestyle brands across multiple channels and categories.”
The new collections will be available in department stores and specialty and outdoor retailers throughout North America beginning early 2018.