Kohl's drops Jennifer Lopez collection, ending 10-year partnership

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Photo credit FILE - In this May 6, 2019 file photo, Jennifer Lopez performs on NBC's "Today" show at Rockefeller Plaza in New York. Lopez kept her word to fans who were disappointed when a power outage in New York City forced her to postpone her concert. Lopez returned to the stage in Madison Square Garden on Monday, July 15, saying they were going to celebrate “no matter what.” She called it an “amazing night.” Her show was cut short on Saturday night when problems at a substation left parts of Manhattan without electricity. The Garden, Carnegie Hall and the Lincoln Center for the Performing Arts were all evacuated. (Photo by Charles Sykes/Invision/AP File)

NEW YORK (1010 WINS) -- Kohl's announced during an earnings call Tuesday that it is dropping the Jennifer Lopez "down-trending" brand, ending a ten-year partnership.

Seven other brands will also be dropped.

The Jennifer Lopez Collection -- which was founded in 2010 by Lopez and her then-husband Marc Anthony and debuted at Kohl's in 2011 -- includes sportswear, accessories, watches and perfume.

"This will create space to introduce a more compelling and current offering to our customers, while improving the overall clarity through reduced choice counts,” said Kohl’s chief executive Michelle Gass. "We’ve nearly doubled our active sales since 2013, and we see continued momentum in this category as customers focus on staying healthy.”

Kohl's, like nearly all retailers, has had a steep decline in sales and revenues. It has also shut down stores.