Kmart Launches Smart Sense Brand

Kmart Corp. has expanded its brand portfolio with the Smart Sense line, its new store brand that includes a wide range of items from snacks and beverages to oral care, paper products, household cleaners and over-the-counter medications.

The retailer says the quality of the Smart Sense line is comparable to that of national name brands and on average costs 20 percent less.

“With the introduction of the Smart Sense line, Kmart is looking to offer a more affordable Kmart brand product assortment that will rival the quality of more nationally recognized brands,” said Mark Snyder, Kmart CMO. “While the Smart Sense line will offer the everyday essentials, Kmart is also taking it a step further by providing unique products that you wouldn’t typically expect to see under a store brand.”

The line currently consists of hundreds of products available in Kmart stores and will expand to more than 1,200 items by early 2011. Kmart will support the launch through multiple communications channels, including advertising, coupon offers, merchandising displays, sampling, digital marketing and event marketing.

Kmart also announced a sweepstakes tied to its new Smart Sense store brand line. The grand prize is a $15,000 Kmart gift card, good for a three-year supply of Smart Sense foods, beverages, paper products, household cleaners and more. Instant-win $50 gift cards also will be awarded. The sweepstakes ends Oct. 23.

In addition, Kmart has created a more vibrant look for many other store brand products. Kmart also is relaunching its other exclusive brands, including Little Ones baby care products, Champion Breed pet care products, Image Essentials personal care products and VitaSmart vitamin products.

Hoffman Estates, Ill.-based Kmart, a wholly owned subsidiary of Sears Holdings Corp., operates 1,350 stores and offers exclusive brands including Jaclyn Smith, Joe Boxer, Country Living, Route 66 and Smart Sense.