What Cherokee can bring to the table for retailers is an expertise in branding, packaging and marketing. For other manufacturers interested in expanding their brands, the company brings a worldwide network of retail chains hungry for well-established monikers to help raise awareness and interest in their merchandise. Since first signing on with Target in 1995, the Cherokee line has been expanded to include a variety of women's, kids' and men's goods. In fiscal 2001, Target sold $1.7 billion worth of Cherokee merchandise, yielding royalty fees of $19.3 million to Cherokee. Cherokee followed up its first deal with a number of others. The company purchased the Sideout activewear brand outright and licensed it to stores such as Mervyn's. And last year, the company reached an agreement to license the Mossimo brand, which is also being sold in Target.