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Route 66, jr-s.com Clothing Web Stores Launch

The Route 66 and jr-s.com affordable clothing lines that have been exclusively available in Kmart stores found an online outlet as well when the giant retailer's BlueLight.com e-commerce effort launched Web stores at its site for each brand.

The move marks the first time these brands, featuring quality clothes under $25, will be available on the Web.

Since its launch in 1997, Route 66, intended to compete with Old Navy and the Gap, has become one of the best-selling brands at Kmart stores, racking up more than $1 billion in sales last year.

The Web store at BlueLight.com will feature the head-to-toe Route 66 collection for all members of the family.

The jr-s.com store at BlueLight.com is aimed at teen girls on the Web and sells tops, bottoms, accessories and even home furnishings while serving up fashion tips and hints. Again, nothing is priced more than $25.

BlueLight.com, now in preview mode, allows returns at any bricks and mortar Kmart store. Designed as an online shopping destination and offering free Internet access, the site features items such as apparel, home electronics, housewares, toys, sporting goods and Kmart's Martha Stewart Everyday brand of home and garden products. When the full BlueLight.com shopping site formally launches this fall, consumers will be able to browse through hundreds of thousands of products.

BlueLight.com was formed in 1999 by Kmart and SOFTBANK Venture Capital with investments by Martha Stewart Living Omnimedia Inc.