Web sales grow in 2011 but losses mount for Bluefly.com

The e-retailer is optimistic about two specialty e-commerce sites launched last year.

Kevin Woodward

The top and bottom lines moved in opposite directions for online-only apparel retailer Bluefly Inc. in the fourth quarter and in 2011. Sales grew at a moderate pace, but the company also reported a wider net loss.

For the year ended Dec. 31, Bluefly, No. 173 in the Internet Retailer Top 500 Guide, reported:

For the fourth quarter, Bluefly reported:

Bluefly attributed the additional expenses in part to the fourth quarter launch of its Belle & Clive flash sale site.

Bluefly CEO Joseph Park says 2011 was a “pivotal year” for the retailer. Belle & Clive was not Bluefly’s sole new e-commerce site last year. In June, the company launched eyewear site Eyefly.com. “We are very excited by the opportunities that Belle & Clive bring to our company and have already seen a significant increase in subscriber growth in the two quarters since we implemented this new strategy,” Park says.

Park replaced Melissa Payner as Bluefly’s CEO in February.


2011 results, Belle & Clive, Bluefly, e-commerce, earnings report, Eyefly.com, eyewear site, financials, flash sale site, Melissa Payner, NewsMakers, quarterly results, Top 500, web sales, web-only