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.
