Sears, Roebuck & Co of United States revealed that it is planning to bring a new clothing line which will be named after former fashion designer and Hispanic TV star Lucy Pereda.

The new line will be launched in September and will be available in 227 outlets. The new collection is expected to generate around $30 million in sales in its first year.

Pereda, dubbed by some the Hispanic Martha Stewart, has appeared on several TV programmes in the US and also hosts En casa de Lucy (At Lucy's Home).

Her new line will debut just a few weeks after Kmart looks to grab a slice of the lucrative Hispanic clothing market with the launch of a line inspired by Mexican superstar Thalia.