Dive Brief:

• After four years, Modern Family star Sofia Vergara is ending her relationship with Kmart, which markets the Sofia by Sofia Vergara lingerie, apparel, and home goods line. 
• Kmart has sold branded clothing lines from Kathy Ireland, Jaclyn Smith, Adam Levine, and Nicki Minaj over the years, as well as the Martha Stewart Everyday housewares line. 
• Vergara’s other endorsements include deals with CoverGirl cosmetics and Head & Shoulders shampoo, fragrance and furniture lines, and Kay Jewelers’ So Sofia jewelry.

Dive Insight:

Modern Family star Sofia Vergara announced she will end her relationship with Kmart, which sells the Sofia by Sofia Vergara line of lingerie, apparel and housewares. The highest-paid actress on television, Vergara said she plans to focus “on enhancing my brand on a global level” going forward.

While it is unclear whether the Kmart line was performing, Vergara’s current deals with Cover Girl, AT&T and furniture retailer Rooms to Go are somewhat more upmarket. The Colombian native earned $37 million in 2014 through licensing deals and her marketing and talent agency, Latin World Entertainment.