Article: Kmarts BlueLight.com Pulls Traditional Retailer toward New Economy.(Knight Ridder/Tribune Business News)

Oct. 8--Fisherman's Wharf is just about the last place you would expect to find a dot-com.

But across the street from the Alcatraz ticket booth, in the same building as Rainforest Cafe and the San Francisco Wax Museum, BlueLight.com has set up its headquarters amid one of San Francisco's biggest tourist attractions. The walls shake every 30 minutes when the restaurant next door simulates a thunderstorm. But BlueLight.com feels right at home.

"We're close to our people," joked President and Chief Executive Mark Goldstein, referring to the masses of tourists one floor below. "Our customers are downstairs."

It is a fitting location for BlueLight, ...

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