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Kmart launches Martha Stewart bed, bath decor line

A “Mr. Blue Light” mascot was on hand for Kmart's “Blue Light Special” in-store promotions.

New York As part of a previously announced rebranding effort for Sears Holdings’ Kmart stores, the retailer introduced a new line of Martha Stewart bed and bath home decor items at a Manhattan store this week

The home goods area of the Astor Place Kmart store was roped off and labeled the “Bluelight District,” playing host to journalists and Sears Holdings representatives.

The day-long event highlighted a new line of higher quality Martha Stewart bed items, furnishings, decor, window treatments and other items.

A“Mr. Blue Light” mascot was on hand, further illustrating Kmart’s retro brand campaign to focus on its classic “Blue Light Special” in-store promotions. Additionally, the company introduced new house label “Abbey Hill” home decor items as part of the event.

Kmart is a wholly owned subsidiary of Sears Holdings, which operates 3,800 full-line and specialty retail stores in the United States and Canada.

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