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Zulily Plans IPO

The online site sells merchandise, including apparel, to moms and their kids.

Zulily Inc., the online site that sells apparel, toys and accessories for babies, kids and their moms, plans to go public.

The plans for an initial public offering were disclosed in a shelf registration, a Form S-1, filed Tuesday with the Securities and Exchange Commission. The filing neither stated how many shares will be issued nor at what price, although the plan is to raise up to $100 million in its IPO. That figure is more likely a placeholder to determine fees, and could change in a subsequent filing.

The firm, which uses a flash-sale model and counts Andreessen Horowitz and Maveron as investors, said it plans to trade on the Nasdaq under the symbol “ZU.”

The filing said the firm had revenues of $331.4 million in 2012, compared with just $143 million in 2011. And while it lost $10.3 million in 2012, it so far has net income of $2.3 million for the first six months of 2013 on sales of $272 million.