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Kmart experiments with lime-green logo

Kmart experiments with lime-green logo

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Associated Press

TROY, Mich. (AP) — Kmart Corp. is testing a revamped logo, replacing its trademark red and blue sign with gray and lime green in an updated style.

The new sign is on one of the bankrupt retailer's stores north of Detroit, the interior of which also serves as a prototype — with changes that include brighter lighting, wider aisles and a different floor plan.

Outside the store in Oakland County's White Lake Township is a Kmart sign with a large gray and lime-green ‘K,' with the word ‘mart' scrawled in white inside the upper diagonal of the ‘K.'

Kmart officials stress that the changes are simply a test.

Work on the store began in August, and it has remained open. The prototype has been in the planning stages since March, Kmart spokesman Jack Ferry said Tuesday.

Kmart is trying to lure customers back into stores, after suffering slumping sales since it filed for Chapter 11 protection in January. At the time of the filing, one of the big criticisms was that stores were dirty and cluttered and often out of items.

The retailer has said it installed new software at its apparel distribution centers to help eliminate empty racks in stores. It also has been working on cleaning up stores.

Ferry said the changes at the prototype are based on feedback from customers and employees. While some of the changes, such as the wider aisles, can be seen at other Kmart stores, there are no plans to implement the other changes — yet.

Kmart first wants to "gauge customer interest in what they like and what makes for a better shopping experience for our customers," Ferry said. "We see it a lot like a concept car."

Kmart posted a loss of $377 million in the second quarter, as sales lagged and the company dealt with the stigma of its bankruptcy filing.

Net sales for the period were $7.52 billion, a decrease of 15.7 percent from $8.92 billion in 2001.

The company has closed 283 stores this year.

In trading Tuesday on the New York Stock Exchange, Kmart shares were up 5 cents to close at 53 cents.

 

On the Net

http://www.kmart.com

 

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Mark Grywacheski spent more than 14 years as a professional trader in Chicago, where he served on various committees for multiple global financial exchanges and as an industry Arbitrator for more than a decade. He is an expert in financial markets and economic analysis and is an investment adviser with Quad-Cities Investment Group, Davenport.

Disclaimer: Opinions expressed herein are subject to change without notice. Any prices or quotations contained herein are indicative only and do not constitute an offer to buy or sell any securities at any given price. Information has been obtained from sources considered reliable, but we do not guarantee that the material presented is accurate or that it provides a complete description of the securities, markets or developments mentioned. Quad-Cities Investment Group LLC is a registered investment adviser with the U.S. Securities Exchange Commission.

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