J Lo Sweetface clothing line is closed

The singer-actress-designer Jennifer Lopez’s Sweetface outfit line has been closed.

She is shutting down her Sweetface line, which sells sportswear. The brand sold in the U.S. for 6 years and the last line was for Spring 2009.

The spring 2009 closing line is in stores now.

In light of some new company strategies, we have decided to put the Sweetface line on hiatus while we prepare to reintroduce the brand in the near future with new messaging points and an entirely new fashion point of view,”

the company said Tuesday.

When relaunch will take place was not disclosed.

In 2003, Lopez launched Sweetface as an urban-streetwear spin-off to the JLO line and tried to re-enter the U.S. market,

With the shuttering of Sweetface, the only related businesses remaining in the United States for Jennifer Lopez are her JLO by Jennifer Lopez costume jewelry, which Macy’s continues to sale, and the Victoria’s Secret catalogue carries the brand’s foorwear collection.

The company also continues to do well with fragrances; there have been six scents launched with Coty Inc. to date, and the seventh is due to be introduced later this year.

In 2006, Sweetface brought in $200 million in retail sales, but sales have been declining steadily since then in the U.S.

But JLO by Jennifer Lopez is still sold in 40 countries and there are 38 standing apart stores selling the line.

It looks like Jennifer is very busy with other projects and was unable to dedicate the attention needed for the line to prosper.

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