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Kmart renames, updates bluelight.com

Troy, MI — After several tweaks and relaunches since its January 2000 premiere, Kmart's Bluelight.com has again been repositioned as kmart.com, with an updated look, additional products and a new identity.

Kmart said that there are no immediate plans to change the name of the BlueLight company or its BlueLight Unlimited Internet Service.

Since February, Kmart and BlueLight.com have conducted research to gauge consumer response to the name of the website, the company said, and found that consumers overwhelmingly preferred the Kmart name to the BlueLight name for the online site.

The updated site incorporates the visual themes from Kmart's recently launched Stuff of Life advertising and corporate brand positioning programs, which Kmart is integrating into its stores as well.

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