By  on September 4, 2008

Jennifer Lopez’s Sweetface Fashion Co. is going back to the drawing board yet again.

The company has closed the justsweet junior brand, hired a new designer and is relaunching JLO by Jennifer Lopez in the U.S. with the hope of jump-starting its struggling business in the sector. Sweetface isn’t even launching JLO with wholesale, instead going direct to e-tailing in America, which will be the exclusive channel for the brand for the foreseeable future.

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