Apex Global Brands - Fashion Company Profile
Apex Global Brands is a brand-management and licensing company: it owns lifestyle brands such as Cherokee, Hi-Tec, Magnum and Tony Hawk and licenses them to retailers and manufacturers around the world rather than making or selling clothing itself. Known for most of its life as Cherokee Inc. and then Cherokee Global Brands, it was renamed Apex in 2019 and acquired by Galaxy Universal in 2021, after which it ceased to be publicly traded.
Company Snapshot
- Status
- Acquired by Galaxy Universal in 2021; operates as a private brand-management company
- Type
- Brand ownership and licensing company
- Headquarters
- Sherman Oaks, California, United States
- Founded
- Renamed Apex Global Brands in 2019 (formerly Cherokee Global Brands)
Company Profile
Because Apex licenses brands instead of selling products, shoppers buy its brands' clothing from the licensees and retailers that produce it. This profile records the company as a brand owner; its filed brand portfolio and the 2019 renaming are summarised in the profile section below.
The portfolio, as recorded, includes Hi-Tec®, Magnum®, 50 Peaks®, Interceptor®, Cherokee®, Tony Hawk®, Liz Lange®, Point Cove®, Carole Little®, Everyday California® and Sideout®. That list is the substance of the company: footwear names (Hi-Tec, Magnum), a skate name (Tony Hawk), maternity and women's names (Liz Lange, Carole Little), and the Cherokee label that gave the company its former name. A licensing business is its portfolio in a way a retailer is not, so the directory preserves the list complete rather than summarising it away.
June 2019: Cherokee Becomes APEX
A dated entry records: June 2019 - Cherokee Global Brands became APEX Global Brands (NASDAQ: APEX). Cherokee Global Brands (Nasdaq: CHKE), a global brand ownership and marketing organization, announced that it will be changing its name to APEX Global Brands (Nasdaq: APEX) to reflect the Company's expanded brand portfolio, marketing and design services, effective June 27, 2019. The reason given is the record's own: the new name reflects an expanded portfolio and the marketing and design services built around it - the company had outgrown being identified with a single label, however famous.
For directory purposes the rename is the fact that matters most, because it is the fact researchers get wrong: filings, licenses and older references name Cherokee Global Brands, while the company from June 27, 2019 is APEX Global Brands. This profile is filed under the new name, states the old name and both ticker symbols (CHKE, then APEX), and links the company's own website in the References so a reader can verify the current position at the source.
Common Questions
What was Apex Global Brands formerly called?
Cherokee Global Brands (Nasdaq: CHKE); the name changed to APEX Global Brands (NASDAQ: APEX) effective June 27, 2019, in the historical record.
Which brands does the filed portfolio include?
Hi-Tec, Magnum, 50 Peaks, Interceptor, Cherokee, Tony Hawk, Liz Lange, Point Cove, Carole Little, Everyday California and Sideout.
What does the company do?
It is a global brand ownership and marketing organization that owns and manages lifestyle brands, creates and elevates brands for others, and maintains license agreements with leading retailers and manufacturers.
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