Bluefly Reports Second Quarter 2007 Results


NEW YORK, Aug. 8, 2007 (PRIME NEWSWIRE) -- Bluefly, Inc. (Nasdaq:BFLY), a leading online retailer of designer brands, fashion trends and superior value (www.bluefly.com), today announced strong growth in revenue and continued strong gross profit for the second quarter 2007.

Highlights for the second quarter included:



 * Revenue increased by approximately 29% to $21.6 million from $16.8
   million in second quarter 2006.

 * Gross profit increased by approximately 20%.

 * Gross margin decreased to 39.2% from 42.0% in second quarter 2006,
   however the gross margin dollars per order increased to $66.53 in
   the second quarter of 2007 compared to $61.85 in the second quarter
   of 2006.

 * Operating loss increased to $2,249,000 compared to operating loss
   of $1,754,000, primarily as a result of (i) an increase of $1.1
   million in spending related to marketing and advertising and (ii)
   $899,000 incremental stock-based compensation expense incurred in
   connection with existing stock based compensation awards.

 * Net loss increased to $2.1 million from $1.9 million.  Loss per
   share decreased to $0.02 per share (based on 130.5 million weighted
   average shares outstanding after preferred stock dividends) from
   $0.17 per share (based on 40.3 million weighted average shares
   outstanding after preferred stock dividends).

 * Inventory declined by $1.1 million since December 2006.

"We are pleased with the continued growth in revenue and gross profit improvement and believe these kinds of improvements demonstrate that we are on a path toward profitability," said Melissa Payner, Bluefly's Chief Executive Officer. "The operating loss, excluding the non-cash charges related to stock based compensation, decreased compared to the prior year. In fact, when we exclude these amounts from both this quarter and last year, the operating loss is 35% lower comparatively."

The company will host a conference call webcast to discuss its second quarter today at 5:00 p.m. Investors can access the webcast at www.investor.bluefly.com.

About Bluefly, Inc.

Founded in 1998, Bluefly, Inc. (Nasdaq:BFLY) is a leading online retailer of designer brands, fashion trends and superior value. Bluefly is headquartered at 42 West 39th Street in New York City, in the heart of the Fashion District. For more information, please call 212-944-8000 or visit www.bluefly.com.

This press release may include statements that constitute "forward-looking statements," usually containing the words "believe," "project," "expect" or similar expressions. These statements are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements inherently involve risks and uncertainties that could cause actual results to differ materially from the forward-looking statements. The risks and uncertainties are detailed from time to time in reports filed by the Company with the Securities and Exchange Commission, including Forms 8-K, 10-Q and 10-K. These risks and uncertainties include, but are not limited to, the Company's ability to execute on, and gain additional revenue from, its marketing initiatives; the Company's history of losses and anticipated future losses; the potential failure to forecast revenues and/or to make adjustments to operating plans necessary as a result of any failure to forecast accurately; unexpected changes in fashion trends; cyclical variations in the apparel and e-commerce market; the availability of merchandise; the Company's dependence on one supplier for a material portion of its inventory; risks associated with the acquisition of inventory from foreign markets, including currency fluctuations; These risks are not disclosed in the 10-Q. If these are new risk factors, the Company will need to disclose these risks under Item 1A in the 10-Q, and add these risks to the forward looking statements in the 10-Q; the need to further establish brand name recognition; management of potential growth; and risks associated with the Company's ability to handle increased traffic and/or continued improvements to its Web site.



 CONDENSED STATEMENTS OF OPERATIONS - UNAUDITED

                                               Three Months Ended

                                             June 30,       June 30,
                                               2007           2006
                                               ----           ----


 Net sales                                $ 21,608,000   $ 16,793,000
 Cost of sales                              13,145,000      9,747,000
                                          ------------   ------------
   Gross profit                              8,463,000      7,046,000
   Gross profit percentage                        39.2%          42.0%


 Selling and fulfillment expenses            4,546,000      3,848,000
 Marketing expenses                          2,712,000      1,729,000
 General and administrative expenses         3,454,000      3,223,000
                                          ------------   ------------
   Total operating expenses                 10,712,000      8,800,000

  Operating loss                            (2,249,000)    (1,754,000)

 Interest and other income                     169,000         67,000

 Interest expense                              (62,000)      (214,000)
                                           -----------   ------------

 Net loss                                 $ (2,142,000)  $ (1,901,000)
                                          ------------   ------------

 Preferred stock dividends                     (11,000)      (990,000)
 Deemed dividends related to beneficial
  conversion feature on Series F Preferred
  Stock                                             --     (3,857,000)
                                          ------------   ------------

 Net loss available to common
  shareholders                            $ (2,153,000)  $ (6,748,000)
                                          ------------   ------------


 Basic and diluted net loss per share
  (after preferred stock dividends)       $      (0.02)  $      (0.17)
                                          ============   ============

 Weighted average shares outstanding       130,508,897     40,267,334
                                          ============   ============

 SELECTED BALANCE SHEET DATA & KEY METRICS- UNAUDITED

                                    June 30,      December 31,
                                      2007            2006
                                  -----------     -----------
 Cash                             $14,626,000     $20,188,000
 Inventories, net                  23,081,000      24,189,000
 Prepaid Inventory                    569,000         616,000
 Other Current Assets               3,782,000       3,613,000
 Property & Equipment, net          4,939,000       3,573,000
 Current Liabilities               11,415,000      14,603,000
 Other Long-term Liabilities          131,000              --
 Shareholders' Equity              35,671,000      37,827,000

                                  Three Months    Three Months
                                  ------------    ------------
                                     Ended           Ended
                                     -----           -----
                                 June 30, 2007   June 30, 2006
                                 -------------   -------------

 Average Order Size (including
  shipping & handling revenue)        $284.01         $248.32
 Customers Added During Period         45,102          37,799

 CONDENSED STATEMENTS OF CASH FLOWS

                                          Three Months   Three Months
                                              Ended          Ended
                                          June 30, 2007  June 30, 2006
                                          -------------  -------------
                                           (Unaudited)    (Unaudited)
 Cash flows from operating activities:
  Loss from operations                    $ (2,142,000)  $ (1,901,000)
  Adjustments to reconcile loss from
   operations to net cash used in
   operating activities:
    Depreciation and amortization              413,000        376,000
    Non-cash expense related to warrants
     issued to supplier                             --         41,000
    Provisions for returns                  (1,128,000)       147,000
    Bad debt expense                           143,000        405,000
    Stock options expense                    1,506,000        611,000
    Reserve for inventory obsolescence         100,000        375,000
    Changes in operating assets and
     liabilities:
     (Increase) decrease in:
      Inventories                            2,952,000       (198,000)
      Accounts receivable                    1,131,000        424,000
      Prepaid inventory                       (191,000)      (456,000)
      Prepaid expenses                         120,000       (183,000)
      Other current assets                    (100,000)      (143,000)
     (Decrease) increase in:
      Accounts payable                        (892,000)    (4,194,000)
      Accrued expenses and other current
       liabilities                            (187,000)     1,827,000
      Interest payable to related party
       shareholders                                 --        122,000
      Deferred revenue                         (48,000)      (192,000)
                                          ------------   ------------

      Net cash provided by (used in)
       operating activities                  1,677,000     (2,939,000)

 Cash flows from investing activities:
  Purchase of property and equipment        (1,321,000)      (482,000)
                                          ------------   ------------

      Net cash (used in) investing
       activities                           (1,321,000)      (482,000)
                                          ------------   ------------

 Cash flows from financing activities:
  Net proceeds from June 2006 Financing             --     48,002,000
  Repayment of related party loan                   --     (5,488,000)
  Preferred Stock Dividends paid                    --    (19,512,000)
  Net proceeds from June 2005 Financing             --             --
  Net proceeds from exercise of Stock
   Options                                      16,000             --
  Payment of capital lease obligation               --        (13,000)
                                          ------------   ------------

      Net cash provided by provided by
       financing activities                     16,000     22,989,000
                                          ------------   ------------

 Net increase in cash and cash equivalents     372,000     19,568,000

 Cash and cash equivalents - beginning of
  period                                    14,254,000      4,429,000
                                          ------------   ------------

      Cash and cash equivalents - end of
       period                             $ 14,626,000   $ 23,997,000
                                          ------------   ------------


            

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