December 16, 2011, 1:50 PM

Bluefly’s new site targets flash sale thrill-seekers offers access to designer fashions and accessories.

Lead Photo caters to flash sale shoppers who crave competition.

Web-only apparel retailer Bluefly Inc. has rolled out Belle & Clive, a flash sale web store for shoppers who love the thrill of limited-time shopping events at discounted prices available only to members.

Belle & Clive was built specifically for the adrenaline-seeking shopper, the company says.

“Over the past 12 years we’ve learned that our customers fall into three distinct categories—those that appreciate time to browse a wide selection of brands they love without the pressure of a ticking clock, the group that thrives on the adrenaline of snagging an item by their favorite brand before the clock times out and the alpha shopper who enjoys both experiences,” says Melissa Payner, CEO at Bluefly, No. 173 in the Internet Retailer Top 500 Guide. features discounted designer brands such as Miu Miu apparel and Chanel and Louis Vuitton handbags for women and Prada and Theory apparel for men.

The company’s name was chosen to unite products that appeal to the soft (Belle) and the rugged (Clive) shopper, the company says, to distinguish the site from other members-only e-retailers.

Bluefly’s third quarter sales grew at a moderate pace, but the company also booked a wider net loss. For the quarter ended Sept. 30, Bluefly reported:

  • Sales increased 10.4% to $21.2 million from $19.2 million in the third quarter of 2010.
  • Net loss of $2.5 million, compared with a net loss of $2.1 million in the third quarter of 2010, an increase of 19.0%.

Internet Retailer editors selected to be included in its Hot 100 list, an annual compilation of the most innovative e-retailers. Order your copy of this special issue here.

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