Martha Stewart Living Omnimedia has launched the Martha Stewart Everyday
line of home and garden products on Kmart's
BlueLight.com "preview" online shopping destination site
and through marthastewart.com. While the Martha
Stewart Everyday line has been available in more than 2,100 Kmart stores
nationwide for over three years, today's premiere represents the first time
the product has been for sale on the Web.
The Martha Stewart Everyday online store currently features more than 350
different products, with additional product categories slated to roll out
this summer and throughout the year.
The Home category will initially feature three product lines: Fashion
Bedding, Basic Bedding and Bath. The Garden category will feature six
product lines: Watering, Gloves, Pots and Planters, Tools, Accessories and
Outdoor Living. Planned categories include Bath Accessories, Kitchen
Accessories, Housewares and Baby.
San Francisco-based BlueLight.com will market the Martha Stewart Everyday
online through advertising and other promotions directly to its Totally Free
Internet Service subscribers and on its Yahoo! cobranded web
pages, as well as with a direct link between marthastewart.com and
BlueLight.com. Through Kmart, it will be supported on packaging and in-store
signage, and be featured in Kmart advertising circulars. Martha Stewart
Living Omnimedia will also promote the Martha Stewart Everyday online store
on marthastewart.com and directly to consumers through online newsletters
and e-mail order confirmations, as well as throughout the company's magazine
and other Omnimedia outlets.
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