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BlueLight.com Appoints Key Executives, Expands E-commerce Presence

Strategic Insights

— 1 min read

BlueLight.com, the e-commerce company formed by Kmart and SOFTBANK Venture Capital, has announced the appointment of three key executives to its leadership team. Ghufran Ahmed joins as Vice President of Engineering, Mark Danzig becomes Vice President of Creative, and Joel Dubiner is named Vice President of Merchandising Systems. These hires come as the company continues to expand its online shopping portal and Totally Free Internet Service, with plans to offer a full range of goods and services by summer.

Key Takeaways:

  • Ghufran Ahmed, former Practice Manager at Annams Systems, brings extensive experience in e-commerce solutions and management positions at Microsoft, Sun Microsystems, and Oracle Corporation to his role as Vice President of Engineering at BlueLight.com.
  • Mark Danzig, previously Vice President of Creative at L.L. Bean, oversees all creative elements for BlueLight.com, including a team of 140 people and the development of a $30 million advertising campaign.
  • Joel Dubiner, former Product Manager at Inktomi, leads the design and development of merchandising tools for the company's e-commerce shopping portal and brings experience from management positions at Impulse! Buy Network, Black Sun Interactive, and SoftAd Group.
  • BlueLight.com's Totally Free Internet Service is available across the country, with software downloadable online or on CD-ROM at Kmart stores.
  • The company's online shopping portal, launching this summer, will feature a full range of goods and services, including home electronics, housewares, toys, clothing, and Kmart's Martha Stewart Everyday line of products.
  • BlueLight.com was formed in 1999 by Kmart Corporation and SOFTBANK Venture Capital with investments by Yahoo! Inc. and Martha Stewart Living Omnimedia.

Statistics:

  • BlueLight.com has grown from two people to nearly 70 employees in two months.
  • The company's Vice President of Creative, Mark Danzig, managed a team of 140 people at L.L. Bean.
  • The company's e-commerce shopping portal will feature selected items available for purchase, with a full range of goods and services expected to be available by summer.
  • Kmart's Martha Stewart Everyday line of products will be available through BlueLight.com's online shopping portal.
  • BlueLight.com's Totally Free Internet Service has been downloaded by an unspecified number of users since its launch in December.

Sources:

  • Business Wire, "BlueLight.com Appoints Key Executives," February 17, 2000
  • BlueLight.com, "Company Overview"
  • Business Wire, "BlueLight.com Unveils Totally Free Internet Service and Upcoming E-commerce Shopping Portal," December 15, 1999

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