Sofia Vergara ends Kmart deal

Sofia Vergara is ending her licensing partnership with Kmart (NYSE:SHLD). The celebrity's first licensing deal began four years ago with the discount department store chain.

"I am currently focusing on enhancing my brand on a global level and realized the time had come to move in a different direction," Vergara told Women's Wear Daily. "I am very grateful for the experience and loved everyone's insight and appreciate all their efforts over the past four years."

Her brand endorsements range from beauty and accessories to home items. She said she will go on to pursue new opportunities in apparel.

Vergara currently has deals with Cover Girl, Head and Shoulders, a furniture collection at Rooms to Go, a collection for Kay Jewelers and a fragrance.

Kmart has been trying to bring in new shoppers, with a boost from celebrity designers, as it attempts to change its image over the past few years. The chain is still recovering from last year's data breach. And in 2014, Kmart was voted as one of the least engaging brands, according to a Brand Keys Customer Loyalty Engagement Index survey of roughly 32,000 consumers.

For more:
-See this Women's Wear Daily article (subscription)

Related stories:
Kmart reports data breach
Supervalu becomes latest data breach victim
Home Depot breach affects 56M debit, credit cards
Target breach cost $148 million; tech hub opens in Silicon Valley
Retailers still unprepared for security breaches

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