Cherokee has a license to make money from clothes and shoes. The company licenses its trademarks, which include All That Jazz, Cherokee, Sideout, and Carole Little, to retailers and wholesalers of apparel, footwear, and accessories. The main idea behind Cherokee's business is that large retailers can source merchandise more efficiently than individual brand owners and that licensed brands can sell better for retailers than private labels. In addition to licensing its own brands, Cherokee helps other brand owners gain licensing contracts. Target, the company's largest customer, accounts for about 40% of Cherokee's revenue; other licensees include Tesco (in Europe), Zellers (in Canada), and TJX.