has unveiled its new online shopping site. The site has increased its inventory, improved search functionality, and completely revamped the Books-Music-Movies Store.

"With the launch of our full online shopping site, is sending a clear message to consumers and to the industry that we are now the place to shop on the web for the widest selection of products at the best prices," said Mark H. Goldstein, CEO of Significantly improving upon its successful "preview" site, which achieved traffic numbers greater than other online discount store rivals (Media Metrix), focused its attention on four key areas in the redesign: product assortment, user functionality, reliability and fulfillment. now carries hundreds of thousands of products (SKUs), up from 60,000 just a few months ago. The company will be building inventory through the holiday season. The vast collection of products is spread across eight categories including apparel and sports. The site also features exclusive specialty stores with popular Kmart brands found nowhere else on the web: Martha Stewart Everyday, along with Route 66, Jaclyn Smith, Kathy Ireland and apparel and accessories. More exclusive specialty stores are coming soon, including Sesame Street.

According to Internet industry analyst firm Jupiter Communications, US consumers are expected to spend an estimated $12bn online this holiday season, representing a 66 per cent growth above the $7bn generated during the 1999 holiday season. With its large selection of merchandise across multiple categories, guaranteed delivery and in-store returns, is uniquely positioned to capitalise on the increase in online shopping traffic through the end of the year.

Based in San Francisco, is an independent company formed to leverage the substantial assets of Kmart Corporation, the nation's second-largest discount retailer. As Kmart's e-commerce channel, BlueLight's goal is to meet the online shopping needs of the more than 30 million Americans who visit a Kmart retail location each week, turning those consumers into BlueLight customers by offering "Great Brands at BlueLight Prices." was formed in 1999 by Kmart Corporation and SOFTBANK Venture Capital with investments by Martha Stewart Living Omnimedia.

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