Kmart Refocuses Site

NEW YORK — Bankrupt retailer Kmart said Wednesday that it has changed the name of its Web site, as well as the marketing and business direction of the online arm, Brandweek’s Barry Janoff reports.

Formerly called Bluelight.com, the site will now be Kmart.com and will focus less on selling merchandise and more on promoting the overall Kmart brand. The Troy, Mich.-based company said the site now includes the same visual themes found in its “Stuff of Life,” ad campaign from TBWA\Chiat\Day in New York.

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