Martha Stewart Launches Brand Online

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Martha Stewart's famed Martha Stewart Everyday mass-market line for Kmart Corp. stores is now online.


The $1 billion line of home and garden products retails at a Martha Stewart Everyday microsite, part of Martha Stewart Living, Omnimedia's BlueLight.com joint venture with Kmart. The three-year-old brand was available only in Kmart's 2,100 stores across the country until yesterday.


"We basically are opening another means of distribution and we intend to support, promote and grow it together with BlueLight," said Sharon Patrick, president of Martha Stewart, New York.


At first only 1,379 stock keeping units or items -- a third of the total Martha Stewart Everyday line -- will sell at the co-branded location on www.bluelight.com that can also be accessed from www.marthastewart.com. A complete offering, including housewares, is slated for the fourth quarter.

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