Bluefly opens a store again

Online retailer Bluefly Inc. is going multi-channel for the holidays again. After its first successful venture into store retailing last year, Bluefly said today that it will open another retail store in New York City for the holidays.

Bluefly said sales at the store last year exceeded expectations. It also said the store was a good outlet for merchandise with limited availability that it didn’t make sense to photograph and write descriptions for. It was also a fast way to re-sell returned merchandise, the company said.

"We are very excited to open Bluefly.store given the success we had last year," said Melissa Payner, Bluefly president and CEO. "With better merchandise and a prime Soho location, this is an excellent opportunity for existing and potential customers to experience Bluefly."

The Bluefly store this year will be at 102 Wooster Street in the Soho area. Last year, it was 24th Street.