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."
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews