Byline: Valerie Seckler

NEW YORK — Fashion is fading into the background on Kmart’s recently relaunched, which aims to turn a profit by Dec. 31.
To that end, the e-tailer — which is also backed by Softbank Venture Capital, to the tune of $63 million, and Martha Stewart Living Omnimedia ($13 million) — is mounting the speedier, streamlined e-store that now highlights the site’s hottest categories, electronics and home goods; providing new tools, like a persistent shopping cart and a brand-name search engine, and adding new categories, like flowers, with beauty, fitness, and books “coming soon.” Also key is a stronger effort now under way to integrate the site with Kmart stores, fed by the relaunch of the BlueLight marketing campaign and launch of goods under the BlueLight brand.
Gone from BlueLight’s landing pad are the once-prominent icons of Jaclyn Smith, Kathy Ireland and Route 66 apparel. Martha Stewart Everyday baby bedding has stolen center stage, or midscreen, with Black & Decker, Panasonic, and azura, the brands featured above it.
While the selection of women’s wear available on BlueLight Monday was mostly Route 66, the speedy search engine turned up just three items each under Kathy Ireland and Jaclyn Smith. And the site’s modular layout and speed make it easier to use than the former version, but the tool to magnify small apparel images failed. After three strikes, WWD moved on.