Opens Martha Stewart Store

Kmart-backed e-tail store and free ISP 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

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 ” 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
Housewares and the Baby Baby line. The BlueLight shopping site also offers a
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 and

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

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