July 12, 2011, 12:11 PM

Rue La La goes local in Los Angeles

The flash sale retailer now offers localized deals in five major U.S. cities.

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High-end flash sale site RueLaLa.com went live today with localized discounts in Los Angeles, marking the fifth U.S. city in which the e-commerce operator has such a presence.

In its first day of operation, Rue Los Angeles is offering consumers $100 worth of muscle toning classes at The Bar Method for $60. Future deals, each of which will be available for 24 hours, are planned for laser hair removal spa Completely Bare, The Grammy Museum, diet food delivery service Z.E.N. Foods, Prive Salon and Ona Spa.

Rue Local, the retailer’s city-specific extension, already operates in Boston, New York City, Seattle and Philadelphia. "Our unrivaled knowledge of the fashion and lifestyle sectors, as well as the entertainment industry, will greatly benefit Rue Los Angeles, our partners, and most importantly, our members,” says Rue Local president Mark McWeeny. “Rue La La members have loved the category of premium, local experiences and this is our response to them: personalized, relevant and hot offers where members can experience them best, in their hometown."

The retailer also announced the appointment of Tova Bonem as general manager of Rue Los Angeles.  Bonem has 20 years’ experience in the fashion, retail and luxury brand industries, most recently with Los Angeles Confidential magazine and Conde Nast.

Rue La La, No.  82 in Internet Retailer’s Top 500 Guide, says it  has about 4 million members.

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