January 17, 2011, 3:12 PM

Sure, you look dandy, but do you smell fashionable, too?

Apparel retailer Bluefly adds colognes and perfumes to its e-commerce site.

Thad Rueter

Senior Editor

Lead Photo

Add another niche for online apparel retailer Bluefly Inc. The company has launched what it calls an online boutique for fragrances. The announcement comes only a few days after Bluefly said it would introduce an e-commerce site to sell prescription eyeglasses.

By clicking on the Fragrance tab on Bluefly’s home page, shoppers can shop for colognes and perfumes at what the retailer describes as discounts of up to 40% off retail prices. Brands include Chanel, Hermes, Bulgari and Calvin Klein.

“The addition of a fragrance boutique adds another unique element to the Bluefly shopping experience,” says Melissa Payner, president and CEO of Bluefly.com. “Our fashion-conscious customers view fragrance as an extension of fashion and personal style, so we are happy to be able to offer them designer fragrance labels at the great values they have come to expect from Bluefly.”

Bluefly is No. 163 in the Internet Retailer Top 500 Guide. Last week, the online retailer said it was working with A+D Labs, an eyewear design and manufacturing firm,  to launch Eyefly.com. Bluefly will own 52% of the e-commerce venture, with A+D taking 48%.

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