By: (AP) In a bid to attract more Hispanic customers, Kmart Corp. will publish its weekly advertising circular in Spanish, the discount retailer announced Wednesday. Kmart is one of the largest newspaper advertisers in the U.S.
Kmart, which filed for Chapter 11 bankruptcy in January and is struggling with empty aisles, said that the advertising circular will be translated into Spanish starting Thursday.
It will be featured in 10 Spanish-language newspapers across the country, and will be available in 160 stores, serving communities with large Hispanic populations, Kmart said.
"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," Barbara J. Firment, a Kmart senior vice president, said in a news release.
More than 55% of all Hispanics living in the United States are within 15 minutes of a Kmart store, the company said.
As part of its restructuring efforts, the discount retailer has placed heavy emphasis on its urban presence lately. One-third of Kmart's shoppers are Hispanic and black.
On Sept. 1, 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.
On the New York Stock Exchange, Kmart shares declined 2 cents to close Wednesday at 66 cents.
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