FINANCE

Assets of former high-flying fashion site headed for auction block

BY Dan Berthiaume

Anyone dreaming of reopening bankrupt online fashion retailer/marketplace Bluefly.com now has an opportunity.

Liquidation firm Hilco Streambank is publicly seeking offers for the supporting business assets of Bluefly, including the Bluefly.com domain name, trademarks, customer data and associated purchase data, and the Facebook social media profile. Customer data includes 770,000 opt-in customer files, including purchase data, and the Bluefly Facebook page has 232,000 likes. Domain names for sale include Bluefly.com as well as Stealaday.com and Envite.com.

According to Hilco Streambank, Bluefly had 10.7 million website visitors in 2017, and 7.5 million website visitors from January to September 2018. Page views totaled 136.6 million in 2018 and 78.9 million from January to September 2018. Gross marketplace sales grew from $24.85 million in 2016 to $42.13 million in 2017, but fell back to $33.36 million in 2018.

“The Bluefly.com brand is well-recognized by women of all ages, with a high concentration among Generation X and millennial customers, a highly loyal and desirable demographic,” commented Hilco Streambank senior VP Richelle Kalnit. “There is an exciting opportunity to relaunch the brand and reengage with the Bluefly.com customer.”

Bluefly shut its doors without advance notice on Feb. 1, 2019, filing for Chapter 7 bankruptcy. The company reported between $500,000 and $1 million in assets and up to $10 million in liabilities.

Offers are due on May 6, 2019 at noon ET. An auction will be held on May 8, 2019 at 1 p.m. ET.

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