Sales at online discount fashion retailer Bluefly Inc. increased by 23% in the third quarter to $6.3 million from $5.1 million in the same period a year ago. The company’s operating loss was $2.1 million for the quarter vs. $2.4 million in Q3 last year. Net loss was $2.2 million up from $2.4 million.
Bluefly acquired 22,393 new customers in the quarter at a cost of $23.07 each, down from customer acquisition cost of $23.73 in Q3 last year. Repeat customers accounted for 68%of sales, up from 64% a year earlier. Average order size increased 14% to $163.64 from $143.84. The average order for a new customer also increased 14% to $144.03 from $126.74.
Bluefly launched a new web site in the September, which the company says involved the use of significant resources and was a main focus of management’s attention during the quarter. However, problems in implementing the new site may jeopardize Bluefly’s earlier projections of profitability in the fourth quarter, the company says.
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