UK supermarket giant Tesco on Friday revealed it had signed an exclusive supply deal with hit US fashion label Cherokee.
The deal follows the success of its main rivals Sainsbury and Asda, which have sold clothing by Jeff Banks and George Davies, respectively.
Designed specifically for the UK market, the Cherokee casual clothing collections will go on sale this autumn and includes fashions and footwear for adults and children as well as babies.
Cherokee has quadrupled sales in the last five years in the US and Canada, growing sales from US$480m in 1997 to US$2.2bn in 2002.
The financial terms of the deal were not disclosed but Tesco chief executive, John Hoerner, said the move would see it go head-to-head with high street giants Next and Gap.
“Cherokee have stormed ahead in the American market because they have listened to their customers and given them what they want,” he said. “Our customers tell us they want to buy the latest fashions from us. They want top quality clothes that look good and are up to date, from a recognisable brand.
“Cherokee launching into the UK with Tesco signals a massive gear change in the UK fashion market.”