Target is ending its long relationship with the Cherokee clothing brand.
In a news release, Cherokee announced the Minneapolis-based retailer was opting not to renew its license, effective when the current deal ends Jan. 31, 2017.
The decision terminates a relationship the two companies have had since 1995, when Cherokee launched a partnership with Target, the company's website says.
According to The Consumerist, Cherokee is mainly found in the children's department, and also sells brands such as Liz Lange and Tony Hawk.
Why did Target make the move? The Wall Street Journal says it was to create room for new children's clothing labels.
In a statement to the Star Tribune, a Target spokesperson said the company is looking at its business is new ways is it "prioritizes signature categories, including kids and baby"
According to Reuters, the licensing deal brought in $15 million in revenue for Cherokee in the 2015 fiscal year, 43 percent of the company's total revenue for that period.
"Target Corporation has been a great partner for nearly 20 years," said Henry Stupp, Cherokee CEO, in the release.