Facebook’s product is important because email is the most cost-effective marketing channel that online retailers use.
Former CEO Melissa Payner left the web-only fashion retailer in 2012, a year before a private investment firm acquired it.
Online fashion retailer Bluefly Inc., No. 206 in Internet Retailer’s 2013 Top 500 Guide, has hired back former CEO Melissa Payner.
She rejoins the company as chief marketing officer, effective immediately. Payner became Bluefly’s CEO in 2003 and left in 2012, the same year that private investment firm Clearlake Capital Group purchased a majority of Bluefly’s stock and a year before the firm fully acquired the company.
Since the acquisition in May of 2013, the firm has worked to turn the company around by rebranding its web sites—Bluefly.com and the flash-sale site BellandClive.com—building a marketplace and refreshing the inventory and technology that supports it, according to Clearlake partner Behdad Eghbali.
“Melissa was integral to Bluefly’s original rapid growth and popularity, and she is the right person to lead our merchandising team as we drive towards our goal of providing a uniquely appealing experience for our customers,” says Bluefly CEO and Clearlake operating advisor Neel Grover.
Before Bluefly, Payner worked with two other clothing retailers, serving as CEO of Spiegel Catalog, now Spiegel LLC, and president of Chico’s FAS Inc., No. 79 in Internet Retailer’s Top 500 Guide. In the interim between her two roles at Bluefly, Payner worked as a consultant for Webster Capital and as a private retail and online retail consultant. She currently serves on the board of Destination Maternity Corp., No. 323 in Internet Retailer’s Top 500 Guide.
“Bluefly has attractive opportunities for growth and, with Clearlake’s backing, the company is well-positioned as a compelling fashion destination for customers looking for a well-curated assortment of in-season, high-end apparel and accessories at great prices,” Payner says.