Bluefly adds up more greenbacks in Q2

Online retailer of designer apparel and accessories Bluefly Inc. saw an uptick in designer products sales in the second quarter.

For the quarter ended June 30, Bluefly reported:

• Sales increased 17% to $24.0 million from $20.5 million in the second quarter of 2010.
• Average order size of $315.45, up by 1.6% from $310.39.
• Net loss of $1.19 million, compared with a net loss of $724,000 in the second quarter of 2010.

“Our second quarter results included double-digit sales growth driven by our ability to excite consumers with compelling luxury brands at great value,” says Melissa Payner, CEO of Bluefly, No. 173 in the Internet Retailer Top 500 Guide. “Going forward we believe our strategies position us to drive sales and therefore increase gross profit dollars.”

For the first six months:

• Sales increased by 12.3% to $45.7 million, from $40.7 million in the prior year period.

Bluefly didn’t break out year-to-date net earnings in its latest earnings release.