Cherokee Expands China Presence with Launch of e-commerce Flagship Store on Tmall.com

  Cherokee Expands China Presence with Launch of e-commerce Flagship Store on
  Tmall.com

Business Wire

SHERMAN OAKS, Calif. -- February 11, 2013

Cherokee Inc. (NASDAQ: CHKE), a global marketer of style-focused lifestyle
brands, announced today that through its partnership with RT Mart, one of the
leading and fastest growing retailers in China, that it has launched an online
Cherokee store on China’s largest e-commerce website, Tmall.com. Cherokee will
join the ranks of Gap, UNIQLO, Adidas, Levi’s and many other leading brands
who have all opened retail storefronts on Tmall.com.

Cherokee Storefront on Tmall.com (Photo: Business Wire)

Cherokee Storefront on Tmall.com (Photo: Business Wire)

Tmall.com, formerly Taobao Mall, provides a platform for local Chinese and
International businesses to sell quality, brand name goods to consumers in
mainland China, Hong Kong, Macau and Taiwan. Apparel has long been one of the
top-selling categories on Tmall.com. In 2012, Tmall.com’s total apparel sales
reached approximately $9 billion.

Cherokee’s affordable fashion lifestyle products were first introduced in
China by RT Mart in April 2010 and are currently featured in 221 RT Mart
stores throughout the country. RT Mart now joins other leading retailers
leveraging the fast growing e-commerce movement in China by offering Cherokee
men’s, women’s, and children’s apparel online at http://cherokee.tmall.com.
Additional categories may be added to the online flagship storefront in the
future.

Cherokee lifestyle-branded products are sold in over 40 countries worldwide
with global retail sales approaching $2 billion. This success has in large
part been driven by retail partners, like RT Mart, that focus on the regional
requirements and needs of their consumers. Cherokee and RT Mart have
identified that in order to address the ever-changing and developing Chinese
consumer’s needs it is essential that they offer an e-commerce solution that
provides affordable, high-quality products to consumers of all ages.

“The expansion with Tmall.com is another exciting step in the evolution
towards establishing the Cherokee brand amongst Chinese consumers,” said Henry
Stupp, Chief Executive Officer of Cherokee. “RT Mart is an exceptional
brick-and-mortar retail partner and Tmall is a clear leader in China’s
internet retail space. Their combined efforts, along with Cherokee’s
top-quality, affordable lifestyle products, will enable us to interact
directly with Chinese consumers as well as quickly respond to our Chinese
consumers’ needs while simultaneously positioning the Cherokee brand for
long-term growth.”

RT Mart President, Peter Huang, furthered Mr. Stupp’s sentiments. “The launch
of the Cherokee online flagship store on Tmall.com is a very important
milestone for both RT Mart and Cherokee. Since its launch in our stores in
2010, the Cherokee brand has been a great success, providing the Chinese
consumer with truly differentiated, casual, comfortable products that stand
apart from clothing lines sold in other hypermarkets. Now with an online
Cherokee flagship store we will be able to expand our customer base as well as
continue to enhance and grow the Cherokee brand in China.”

AboutCherokee Inc.

Cherokee Inc.is a global marketer and manager of a portfolio of Fashion and
Lifestyle brands including Cherokee®, Carole Little®, Liz Lange® and Sideout®,
in multiple consumer product categories and sectors around the world. The
Company's annual global retail sales of owned brands are approaching$2
billionwith license agreements with premier retailers and manufacturers
covering over 40 countries around the world including Target Stores
(U.S.),Tesco(U.K.,Irelandand certain Central European countries),Zellers
(Canada), RT-Mart (Peoples Republic of China), Pick ‘n Pay (South Africa),
Falabella (Chile,PeruandColombia),Arvind Mills(Indiaand certain Middle
Eastern countries),Shufersal LTD.(Israel), Comercial Mexicana (Mexico),
Eroski (Spain), Nishimatsuya (Japan),Magnit(Russia), Landmark Group’sMax
Stores(certainMiddle EastandNorth Africacountries), and theTJX
Companies(U.S., CanadaandEurope).

About RT Mart

Sun Art Retail Group Limited is the largest and fastest growing hypermarket
operator in China in terms of sales in 2011 and market share increases from
2008 to 2011, respectively. Currently, the Company operates hypermarket
business under two well-recognized banners “Auchan” and “RT-Mart.”

The nationwide footprint of the Company in China covers first-tier cities such
as Shanghai and Beijing, suburban areas in first-tier cities, as well as
populous second- and lower-tier cities such as Nanjing, Suzhou, Hangzhou,
Ningbo, Hefei, Dongguan, Wuhan, Changde, Shenyang, Mudanjiang, Xi'an and
Lanzhou and in the suburban areas in first-tier cities. As of December 31,
2012, the Company had 274 hypermarket complexes across 24 out of 31 provinces,
autonomous regions and municipalities in China.

About Tmall.com

China's leading B2C shopping destination for quality, brand-name goods
launched by Taobao in April 2008, Tmall.com (www.tmall.com) is an online
shopping landmark in China with an extensive brand selection. An open
business-to-consumer (B2C) platform, Tmall.com has established itself as the
destination for quality, brand-name goods catering to increasingly
sophisticated Chinese consumers and is the most visited B2C online retail
website in China. In June 2011, it was separated from Taobao’s
consumer-to-consumer (C2C) marketplace and became an independent platform.

Tmall.com currently features major multinational Chinese brands. It offers
several product categories each with tailored customer service, including the
Consumer electronics mall; the Book mall; the Home Furnishing mall; the
Designer Footwear mall; and the Beauty mall. Brands with flagship retail
storefronts on Tmall.com include UNIQLO, L’Oreal, Adidas, P&G, Unilever, Gap,
Ray-Ban, Nike and Levi's.

Tmall.com and Taobao Marketplace set a record for highest single-day
transaction volume during a special promotion on November 11, 2012,
facilitating the sales of goods totaling RMB19.1 billion (US$3.1 billion) on
the day. In 2012, the combined gross merchandise volume (GMV) of the two
platforms exceeded RMB1 trillion (US$ 158 billion). Tmall.com is a business
within Alibaba Group.

Statements included within this news release may contain forward-looking
statements for purposes of the safe harbor provided by the Private Securities
Litigation Reform Act of 1995. When used, the words “anticipates”, “believes”,
“expects”, “may”, “should” and similar expressions are intended to identify
such forward-looking statements. Forward-looking statements included in this
press release (including, without limitation, express or implied statements
regarding potential future business development) involve known and unknown
risk and uncertainties that may cause the actual results, performance or
achievements of the Company to be materially different from any future
results, performance or achievements expressed or implied by such
forward-looking statements. Such risks and uncertainties, include, but are not
limited to, the effect of global economic conditions, the financial condition
of the apparel and retail industry, adverse changes in licensee or consumer
acceptance of products bearing the Company’s brands the ability and/or
commitment of the Company’s licensees to design, manufacture and market
Cherokee, Liz Lange, Completely Me, Sideout and Carole Little branded
products, the Company’s dependence on Target for most of the Company’s
revenues and the Company’s dependence on its key management personnel. The
risks included here are not exhaustive. A further list and description of
these risks, uncertainties and other matters can be found in the Company’s
Annual Report on Form 10-K for Fiscal Year 2012, and in its periodic reports
on Forms 10-Q and 8-K. Given these risks and uncertainties, you should not
place undue reliance on forward-looking statements as a prediction of actual
results. The Company disclaims any intent or obligation to update any of the
forward-looking statements contained herein to reflect future events and
developments.

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Contact:

Cherokee Inc.
Mark DiSiena, Chief Financial Officer
818-908-9868
or
Addo Communications, Inc.
Patricia Nir/Kimberly Esterkin
310-829-5400