NEW YORK — Bluefly.com, the off-price fashion e-tailer, has a new address — and it doesn't start with www.
The online retailer has opened a holiday store at Underground-NYC, a 10,000-square-foot marketplace for emerging designers at 1031 Avenue of the Americas, near 39th Street here. Underground-NYC, which rents small booths to artists and designers, allocated 1,500 square feet for Bluefly, by far the largest space of any vendor, said Jim Ressler, a co-owner of Underground-NYC.
The Bluefly shop launched Dec. 1 and will remain open at least through next month, Ressler said, adding, "I hope Bluefly is with us all year round."
The holiday shop features merchandise from an array of designers that sell on Bluefly.com, where merchandise is typically discounted 20 to 80 percent.
Bluefly's Underground-NYC shop features: Moncler, Via Spiga and DKNY coats; boots by Prada, Michael Kors, Fendi, Tod's and Dolce & Gabbana, and handbags by Marc by Marc Jacobs, Ferragamo, Fendi and Yves Saint Laurent. Sweaters, scarves, gloves, dresses and sunglasses also are featured.
"It's been great," said Patrick Barry, chief financial officer of Bluefly. "It's a great holiday add-on." To put it into perspective, he said, "We sell more in 15 minutes on Bluefly.com than we will there in a month."
"They've been a draw for us because people are coming in to buy gifts from Bluefly," Ressler said. "They're constantly bringing in new goods. Their offices are literally around the block on West 39th Street."
This is not Bluefly.com's first foray into brick-and-mortar retail. The company in 2004 opened a temporary store in a 3,500-square-foot space at 102 Wooster Street in SoHo.
Underground-NYC, which opened in October, has an adjacent storefront that is used for sample sales. Every week, a different company rents the space. At the marketplace, "everyone with the exception of Bluefly has to make or design their own goods," Ressler said. "These people can't afford a showroom or store. This is the perfect opportunity for them."
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews