Kmart to Publish Weekly Advertising in Spanish

Kmart Corp., which is restructuring under Chapter 11 bankruptcy protection, said on Wednesday that it will publish its weekly advertising circular in Spanish for the first time, in a bid to reach out to the growing Latino market.

The discount retailer said the advertising circular would be translated into Spanish starting today.

The circular will be available in 160 Kmart stores located in areas with large Latino populations and appear in 10 Spanish-language newspapers throughout the United States, the company said.

Troy, Mich.-based Kmart, which filed for bankruptcy protection in January and is struggling with empty aisles, said it is making the move because of the buying power of the Spanish-speaking market, which has more than doubled in the last decade.

Kmart said this part of the market is a $500-billion growth sector.

Before its bankruptcy filing, Kmart attempted to compete with rival discount chain Wal-Mart Stores Inc. with an everyday low-pricing strategy.

As part of its restructuring, Kmart will focus on its strengths in urban markets and multicultural shoppers, who comprise nearly 40% of its customer base.

More than 55% of all Latinos living in the United States are within 15 minutes of a Kmart, the company added.

“With our exceptional reach into urban markets, we feel we have a distinct advantage over other discount retailers when it comes to connecting with Hispanic customers,” said Barbara J. Firment, a Kmart senior vice president.

Kmart Chairman and Chief Executive James Adamson has said he wants to incorporate Latino and African American brands into Kmart’s offerings.

On Sunday, Kmart will begin testing a men’s clothing line, called Ched-da.

The clothing, created by a New York company, is described as young men’s urban, hip-hop line.

On the New York Stock Exchange, Kmart shares declined 2 cents to 66 cents.