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Joseph Park Replaces Melissa Payner at Bluefly

New chief executive officer joined online retailer in June as chief operating officer.

NEW YORK — Joseph Park has been promoted to chief executive officer of Bluefly Inc., succeeding Melissa Payner, who has resigned after eight years in the online retailer’s top post.

Park, who will also take Payner’s seat on the company’s board, joined the company in June as chief operating officer after serving as senior vice president of consumer digital products at HarperCollins, where he co-founded the Bookperk.com Web site. He was president of BibleGateway when it was acquired by HarperCollins in 2008. A veteran of Microsoft and Amazon, he was co-founder and ceo of Kozmo.com.

Payner joined Bluefly as ceo in 2003 following a six-year tenure at Spiegel Catalog, where she rose to ceo. Earlier in her career, she was with Chico’s FAS Inc., Henri Bendel, Neiman Marcus Inc., Ann Inc. and I. Magnin & Co.

David Wassong, chairman of the company, lauded Park’s “strong leadership skills and business acumen.” Last year, the company expanded its portfolio with Belle & Clive, a flash-sale site, and Eyefly, an online portal for prescription eyewear.

In the first nine months of 2011, the company’s loss attributable to stockholders rose to $4.8 million from $4.3 million in the comparable 2010 period, while revenues grew 11.6 percent to $66.9 million. It lost $4 million in 2010 after incurring losses of $4.4 million, $11.3 million and $15.8 million in 2009, 2008 and 2007, respectively. Sales between 2007 and 2010 dropped to $88.6 million from $91.5 million.