Sears Holdings Corp (NASDAQ:SHLD) will no longer keep up with the Kardashians. The store will no longer offer products from the Kardashian line.
The company has been experiencing hard economic times that led to a mutual agreement to terminate the contract between the two parties. The break up marked the end of a lucrative deal that was set in motion back in 2011 in an effort to raise the performance of Sears and attract more customers.
The deal with the Kardashians was also an opportunity to push the three famous sisters, namely Kim, Khloe and Kourtney further into the fashion industry. Sears figured that the Kardashian collection or Kollection as it was known would do well because of their famous status. However, the collection failed to catch on with shoppers and thus failed to perform as expected.
Following the lack of a proper following, Sears Holdings Corp (NASDAQ:SHLD) had to impose steep discounts on the products in an effort to push sales. Initially, the designers of the clothing line had projected that the collection would be in annual profits ranging between $200 million to $300 million.
One of Sears’s spokespersons known as Hanover announced that the company was proud of the partnership with the famous family that lasted for about three years. It was the company’s first clothing line contract, and Sears Holdings hopes that more doors will open in the apparel market.
The Kardashian brand stocked Sears’s stores in 400 locations. It comprised of clothes, jewelry, footwear, and lingerie. When the announcement about the partnership was first announced in 2011, the fashion media thought it was unconventional and also described it as naïve. Part of the controversy surrounding the deal was the fact that the sisters were accustomed to a high fashion sense, and they didn’t look like the kind to shop in a Sears store.
Though the Kardashian celebrity status failed to work for Sears, the company has other celebrity brands to maintain, such as Nicki Minaj collections and Adam Levine’s brand.
