Kmart Creates New Private-Label Position

CAROL ANGRISANI

CHICAGO — As part of a revamped private-label strategy, Kmart is creating the position of “own” brand category manager.

The chain is looking to fill two such positions, a first for the company. The new management structure will benefit its private-label business in many ways, including by improving vendor relationships, said Kim Coovert, Kmart’s brand manager of own-brand food and drug.

“This is exciting because we’ll have people completely dedicated to our own-brand business,” Coovert said in a session at IIR’s Private Brand Movement Conference on Tuesday.

The strategy coincides with the launch of Smart Sense, a new private-label line replacing American Fare. The 1,000-plus stockkeeping unit line includes food, health and beauty care, and household items.

The launch is being supported by an instant-win sweepstakes that will award a three-year supply of Smart Sense products.

Kmart, Hoffman Estates, Ill., is a wholly owned subsidiary of Sears Holdings Corp.