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.

The moves also will refocus attention on Lopez being behind the label at a time when the brand has lost serious ground to newer entrants in celebrity fashion.

“The JLO brand has been tried-and-true...