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BlueLight.com Opens Martha Stewart Store

Kmart-backed e-tail store and free ISP BlueLight.com launched Martha Stewart Everyday, putting the line of home and garden products for everyday use on the Internet.

Martha Stewart Living Omnimedia available on the recently launched BlueLight "preview" shopping destination and through marthastewart.com.

The Martha Stewart Everyday line has been available in more than 2,100 Kmart stores nationwide for more than three years, but today's move marks the first time the products have been for sale on the Web.

The Martha Stewart Everyday online store features more than 350 different products value for home and garden, with additional product categories expected to be rolled out throughout the year.

"Since Kmart launched this brand in 1997, it has quickly become one of America's most popular labels, with over one billion dollars in sales last year alone," said Mark H. Goldstein, chief executive officer of BlueLight.com. " the Martha Stewart Everyday online store will serve as a cornerstone of our online shopping destination."

The Home category in the Martha Stewart Everyday online store will initially feature three product lines: Fashion Bedding, Basic Bedding and Bath. The Garden category features six essential product lines: Watering, Gloves, Pots and Planters, Tools, Accessories and Outdoor Living.

Shopping categories to be added later include Bath Accessories, Kitchen Accessories, Housewares and the Baby Baby line. The BlueLight shopping site also offers a selection of products across several categories, such as electronics, music, video, toys, jewelry, sporting goods, and appliances.

BlueLight said it will market Martha Stewart Everyday online through advertising and other promotions directly to its free ISP subscribers and on its Yahoo! co-branded Web pages, as well as with a direct link between marthastewart.com and BlueLight.com.

Through Kmart, it will be supported on such vehicles as packaging and in-store signage, and be featured in Kmart advertising circulars that reach 72 million households a week.

BlueLight.com is an independent company formed to leverage the assets of Kmart online.