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Last I read, Sweetface was doing well.

In theory, it was a good idea. It was a way for them to start fresh with retailers, which was something that they really needed. And they still do. You can't find it in very many stores, which is, of course, a big problem. It started off in so many stores, but lost steam because of their manufacturing and quality issues. Now that they've been around for quite a few years, those things are resolved and they know what they're doing. So, retailers should give them a second look. But that's not so easy. Convincing stores to invest in something that didn't work before is a hard sell.

Plus, justweet could reach consumers who didn't like the idea of wearing something that said "J.Lo".

Regardless, I don't think they played their cards correctly. The fashion show was basically the only promo. And yes, it got pres because of Jen's baby bump, but that's not enough. Granted, she wore a shirt on AI, but that was way before it was available in stores.

I'm not convinced that giving up on it so early is a smart move, but I'm sure there's a lot more internal stuff going on that explains it.