Fourth-quarter revenue at Bluefly Inc., an online retailer of designer brands at discount prices, rose 3.6% to $14.5 million from $14 million in 2003’s fourth quarter. For the year, revenue increased 15.5% to $43.8 million from $37.9 million in 2003.
Gross margin increased to a record high 40.3% from 38.6% in 2003’s fourth quarter, and rose to 37.5% for the year, up from 29.9% at year-end 2003.
Web net sales increased by about 7% in the fourth quarter to $14.2 million from $13.4 million a year ago. Net sales at the company’s temporary Manhattan store fell by about 46% to $251,000 from $465,000 in 2003.
The number of new customers fell to 42,572, down 5.6% from 45,114, while the cost of acquiring a customer increased 34% to $14.12 from $10.53.
During 2004, Bluefly acquired 127,177 new customers, up 2.4% from 124,248 in 2003. New customer acquisition costs for the year increased 11.6% to $11.41 from $10.22 in 2003. The average order increased to $190.61 in the fourth quarter, up from $189.26. For the year, the average order increased 7% to $187.26 from $174.99.
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