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DETROIT - Kmart Corp. said today that it has renamed its money-losing BlueLight.com Web site kmart.com.
The updated site will feature additional products and closer visual ties to the discounter's "Stuff of Life" advertising and marketing campaign, Kmart said. The ad campaign was launched following Kmart's Chapter 11 bankruptcy filing and features TV ads directed by Spike Lee.
The renamed Web site will focus on Kmart stores, highlighting nationwide events, promotions and sales. It also will offer an expanded inventory of name brands including Disney apparel and Pentax cameras.
Kmart launched BlueLight.com, a stand-alone e-commerce company, in conjunction with Softbank Venture Capital and Yahoo! in 1999. It acquired the remaining shares last year.
For the first six months of 2001, BlueLight.com lost $55 million.
Some analysts speculate that Kmart's latest move hints it finally is giving up on the BlueLight revival.
In its 2001 annual report, Kmart said the BlueLight Always campaign hurt its profit margin in the fourth quarter. This year, Kmart has avoided ads promoting the BlueLight.