NEW YORK — Bluefly might have found a faster path to profitability. The Web site has hired a top merchant after operating without one for its entire five-year history.

On Monday, Melissa Payner-Gregor joined as president. It’s a new position at Bluefly, an off-price Internet retailer of designer apparel, accessories, shoes and home merchandise, and one of the few survivors of the dot-com blow-up. Ken Seiff, who continues as chief executive, has always served as top merchant, though he never had prior retail experience. Before founding Bluefly, Seiff ran a golf sportswear business called Pivot Rules.

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