Martha Gets Green Light On BlueLight

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.