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Paula Deen

Paul Drinkwater/NBC

UPDATE: E! News confirms that both JCPenny and Walgreens have decided to discontinue selling Paula Deen-branded merchandise, joining an ever-growing list of sponsors who are distancing their companies from the TV personality.

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Things keeps getting worse for Paul Deen.

A rep for Sears tells E! News that it's decided to stop selling the embattled celebrity chef's wares, the latest big sponsor to do so in the wake of Deen acknowledging that she's used the N-word.

"After careful consideration of all available information, we have made the decision to phase out all products tied to the brand," a company spokesperson tells E! News. "We will continue to evaluate the situation. Our members' needs will be given first priority as we work to continue to provide quality cookware in our stores and online."

Another big endorser meanwhile, QVC, posted a letter online announcing it was planning to "take a pause" in its dealings with Deen.

"Paula won't be appearing on any upcoming broadcasts and we will phase out her product assortment on our online sales channels over the next few months," wrote the company's president, Mike George, adding that QVC is "troubled" by Deen's admitted use of the N-word. "We all think it's important, at this moment, for Paula to concentrate on responding to the allegations against her and on her path forward."

George declined to say whether QVC was permanently ending its association with Paula; however, he left the door open for a renewal of the relationship, noting "people deserve second chances."

Sears and QVC's decision is another tough blow for the famed Southern cook and comes just a day after Walmart decided to cut ties with Paula Deen Enterprises following the scandal that's engulfed the 66-year-old tube star's once-sterling career. 

Other business partners who've ended their relationship with Deen include Caesars Entertainment Corporation, which operates Deen-themed restaurants at four of its properties; Smithfield Foods, which will no longer carry her line of hams; and the Food Network, which announced it's not renewing its contract after this month.

One of the last remaining holdouts is apparently Target, which told E! News yesterday that it's continuing "to evaluate the situation."

A rep for Deen was unavailable for comment.

(Originally published June 28, 2013 @ 8:30 a.m. PT)

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