“Modern Family”‘s Sofia Vergara to Be Next Kmart Brand

In Marketing, What's New, Industry News by Accessories Staff

Sofia Vergara at ELLE Magazine's Women in Television Celebration

Troy, MI—Sofia Vergara, one of the stars of ABC’s Emmy-award winning TV series, “Modern Family,” is joining Kmart’s growing family of celebrity brands.

Kmart teamed up with LF USA, a division of Li & Fung Ltd. and Latin World Entertainment Licensing to develop lifestyle collection around the Columbia-born actress.

Vergara, 38, will join the ranks of other actresses turn lifestyle brands at Kmart which has had longtime success with Jaclyn Smith, one of the original “Charlie’s Angels,” and more recently with Dream Out Loud by Selena Gomez, the Disney Channel star.

Vergara’ collection will include sportswear, dresses, handbags, jewelry, and footwear for young, fashion-conscious women, and will be sold exclusively through Kmart’s 800 stores and online starting this fall. Suggested retail will range from $9.99 to $49.99.

“The Sofia Vergara collection will draw on the star’s notable, personal style with designs that will have broad appeal,” explained John Goodman, executive vice president of apparel and home for Sears Holdings, Kmart’s parent. “As you look at the current brand portfolio it is clear that we value the authenticity that comes from collaborating with talented celebrities whose sense of fashion is aspirational but attainable,” Goodman added.

The 38-year old Vergara was a popular model in Central and South America before coming to the United States and appearing in films, later landing her role as Gloria Delgado-Pritchett on “Modern Family.”

‘A Face to Watch’

Recently selected by The New York Times as one of this year’s “Faces to Watch,” Vergara was nominated this year for a Golden Globe, an Emmy and a Screen Actors Guild award for her role in “Modern Family.”

“I am thrilled to be introducing the Sofia Vergara brand with Kmart!” said Vergara. “I wanted to work with a national retailer that would truly value a collection that provides both fashion and quality at a price women could afford.” She added that since Kmart has a large Latino consumer base the mass retailer was an ideal choice.

“The combination of one of America’s top retailers in Kmart, along with LF USA’s design capabilities and global sourcing network and Sofia’s strong consumer appeal, creates a powerful fashion proposition for our customers,” added Rick Darling, president of LF USA.

In addition to her “Modern Family,” Vergara will be starring in several upcoming movies, including Columbia Picture’s “The Smurfs,” Warner Bros’ “Happy Feet,” and New Line Cinema’s “New Year’s Eve.”

Item of the Day
Item of the Day