Sears catering to Hispanic women

updated 3:30 p.m. ET April 19, 2005

Sears Holdings Corp. and Latina Media Ventures, the publisher of Latina magazine, Tuesday said they would create a new line of apparel, footwear and handbags designed for Hispanic women.

The new line, called Latina Life apparel, is designed by Jones Apparel Group Inc. under the fashion direction of Latina magazine.

It will make its debut at 425 Sears stores this fall, Sears Holdings said.

The brand will be extended to include costume jewelry and other accessories next spring.

Sears Holdings, based in Hoffman Estates, Ill., said the Hispanic market is an important audience for retailers, representing more than 13 percent of the U.S. population.

Sears Holdings, the nation's third-largest retailer, was formed by the acquisition of department store operator Sears, Roebuck & Co. by Kmart Holding Corp. in March.

The companies continue to operate separately under their own names.

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