The Hoffman Estates-based retailer has ended its relationship with TV personality Lucy Pereda known as the “Hispanic Martha Stewart” after less than two years of selling her apparel in 227 Sears stores.

Sears Holdings Corp. is saying adios to Lucy Pereda and hola to Latina Life.

The Pereda line had “weak” results, said Gwen Manto, general manager for Sears’ soft lines, which include clothing. “We’re having our last deliveries of Lucy Pereda now,” she said.

But Sears, whose retail Achilles’ heel has been apparel, is continuing to take steps at luring Hispanic shoppers — which account for a quarter of the company’s sales — with an exclusive line called Latina Life.

The line is part of a partnership with Latina magazine and consists of clothing, shoes and purses.

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