NEW YORK — Alloy Inc. fell into the red in the third quarter as costs from its Delia’s acquisition more than offset a double-digit benefit to revenues.

For the three months ended Oct. 31, the New York-based Gen-Y multiplatform marketer recorded a net loss of $6.8 million, or 17 cents, versus last year’s profits of $11.6 million, or 28 cents. Including a preferred stock dividend payment, but excluding an allowance for a net deferred tax asset, the net loss attributable to common shareholders was a narrower $2 million, or 5 cents.

Net revenues for the period gained 13.4 percent to $105.8 million from $93.2 million a year ago, as top-line contributions from Delia’s, which was acquired in October, more than offset declines at the Alloy catalogue business.

A large increase in costs, mostly due to the acquisition, pushed the company to a loss, however, as total operating expenses shot up 1,430 basis points to 50.7 percent of net revenues. Contributing to the spike was an 860 basis point expansion in selling and marketing expenses, as well as a 430 basis point rise in general and administrative overhead, among other factors.

“We have made recent senior management additions throughout the business that we expect to drive improved future financial performance,” said chief executive officer Matt Diamond in a statement. “Our excellent merchandise management team will be focused on realizing the synergies of the combined Alloy and Delia’s businesses, while capitalizing on the large database and recognized brands we own.”

With that, Alloy forecast a fourth-quarter loss attributable to common shareholders of 9 to 14 cents a share on net revenues of $115 million to $120 million.

Overall, for the first nine months of the fiscal year, Alloy reported a net loss of $7.5 million, or 22 cents, versus last year’s earnings of $15.2 million, or 34 cents. Including the cost of a preferred stock dividend and attendant accretion in both years, this period’s net loss attributable to common stockholders was $9.1 million against prior-year income of $13.6 million, while earnings per share were not affected. Revenues expanded 30.7 percent to $255.7 million from $195.6 million.

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