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Kmart Launches Family and Fitness E-Commerce Site

Kmart Corp. launched a new online shopping Web site called Family and Fitness, with Kathy Ireland as its executive editor.

The Web site can be accessed through www.Kmart.com or directly at www.familyandfitness.com. Family and Fitness is the first in a series of online shopping sites that Kmart will develop as part of a comprehensive e-commerce strategy.

Designed jointly by Kmart and Agency.com, the secure site is powered by IBM's Net.commerce merchant engine. Billings were not disclosed.

In expanding Kmart's presence on the Internet, the retailing giant said it aims to create a virtual city of neighborhoods at kmart.com. Each virtual neighborhood will target a particular customer segment by offering information, interaction and unique products.

"Our goal is to gradually build an online shopping destination that creates a real sense of value and community at kmart.com," said Marisha Geraghty, Kmart divisional vice president of Internet commerce. "We want to create long- lasting interactive relationships with both new and existing Kmart customers by offering a unique combination of product, customized service and convenience."

"With a retailing powerhouse like Kmart rolling out its e-commerce strategy, the Web gains new validity as a retail distribution channel," said Chan Suh, CEO of Agency.com. "Kmart.com will initiate a whole new segment of consumers to the benefits of shopping online."

The Family and Fitness venue was designed for young moms who have little time to attend to their own health and well-being. As executive editor, Kathy Ireland, fashion designer and spokesperson for many of Kmart's programs, will provide her views on family and fitness through daily greetings, workout routines and chat sessions, the firm stated.

Customers can purchase vitamins, herbs and homeopathic products online. In subsequent phases, the site will offer a comprehensive range of health, beauty and fitness products and information.

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