Results for the third quarter of 2009 included the following:

-- Net revenue decreased by approximately 13.6% to $17.1 million from $19.8 million in the third quarter of 2008, as a result of the Company's planned decrease in inventory purchases for the quarter in response to the overall decline in consumer spending.

-- Gross margin percentage increased to 40.0% from 36.9% in the third quarter of 2008 as a result of increases in product margin.

-- Operating expenses decreased by approximately 39.8% to $7.3 million from $12.1 million in the third quarter of 2008. The reduction in operating expenses resulted from a decrease of $1.2 million in selling and fulfillment expenses, a decrease of $2.7 million in marketing expenses, a reduction in non-cash share-based compensation expense of approximately $457,000 and a decrease in salary and salary related general and administrative expenses of approximately $304,000.

-- Operating loss decreased by approximately 90.4% to $465,000 from $4.8 million in the third quarter of 2008.

-- Net loss decreased by approximately 84.0% to $915,000 from $5.7 million in the third quarter of 2008. Included in net loss is $253,000 of non-cash expense related to the valuation of the conversion feature of the Company's convertible notes. As a result of the adoption of a new accounting pronouncement on January 1, 2009, the conversion feature of the convertible notes is deemed to be an embedded derivative liability. Loss per share decreased to $0.07 per share (based on 13.8 million weighted average shares outstanding) from $0.43 per share (based on 13.3 million weighted average shares outstanding) in the third quarter of 2008.

-- EBITDA increased to positive $222,000 from a negative EBITDA of $4.2 million in the third quarter of 2008.

-- Average order size decreased to $274.58 in the third quarter of 2009 compared to $292.03 in the third quarter of 2008.

-- Cash and cash equivalents increased to $4.1 million at September 30, 2009 compared to $4.0 million at December 31, 2008 as a result of positive cash flow from operations for the three and nine months ended September 30, 2009.

-- Inventory decreased to $17.9 million at September 30, 2009 compared to $23.2 million at December 31, 2008.

To supplement the financial results for the third quarter of 2009 presented in accordance with generally accepted accounting principles (GAAP), the Company is also reporting EBITDA as a non-GAAP financial measure that the Company believes allows for a better understanding of its operating performance. The Company defines EBITDA as net loss excluding interest income, interest expense and interest expense to related parties, income tax provision, depreciation and amortization expenses. Additionally, the Company is also reporting adjusted EBITDA as a non-GAAP financial measure. The Company defines adjusted EBITDA as EBITDA adjusted for non-cash share-based compensation expenses. The Company believes that these non-GAAP financial measures, when shown in conjunction with the corresponding GAAP measures, enhance the investor's and management's overall understanding of the Company's current operating performance and provides greater transparency with respect to key operating metrics used by management in its financial and operational decision making process. The Company considers this non-GAAP financial measure to be useful because it excludes certain non-cash and non-operating charges, which enables investors and management to analyze trends in the Company's operations. The presentation of these non-GAAP financial measures is not intended to be considered in isolation, as a substitute for, or superior to, the financial information prepared and presented in accordance with GAAP. For more information, please see the table captioned "Reconciliation of Non-GAAP Financial Information", which provides a full reconciliation of actual results to the non-GAAP financial measures.

About Bluefly, Inc.

Founded in 1998, Bluefly, Inc. (NASDAQ Capital Market: BFLY) is a leading online retailer of designer brands, fashion trends and superior value. Bluefly is headquartered at 42 West 39th Street in New York City, in the heart of the Fashion District. For more information, please call 212-944-8000 or visit www.bluefly.com.

This press release may include statements that constitute "forward-looking statements," usually containing the words "believe," "project," "expect" or similar expressions. These statements are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements inherently involve risks and uncertainties that could cause actual results to differ materially from the forward-looking statements. The risks and uncertainties are detailed from time to time in reports filed by the Company with the Securities and Exchange Commission, including Forms 8-K, 10-Q and 10-K. These risks and uncertainties include, but are not limited to, the Company's ability to continue the positive trend in operating income; the Company's history of losses and anticipated future losses; the Company's ability to raise additional capital to support the growth of its business; risks related to the Company's ability to continue positive trends in cash flow; risks related to the economic downturn; increased online competition; the potential failure to forecast revenues and/or to make adjustments to operating plans necessary as a result of any failure to forecast accurately; unexpected changes in fashion trends; cyclical variations in the apparel and e-commerce market; the availability of merchandise; the Company's dependence on one supplier for a material portion of its inventory; risks associated with the acquisition of inventory from foreign markets, including currency fluctuations; the need to further establish brand name recognition; management of potential growth; and risks associated with the Company's ability to handle increased traffic and/or continued improvements to its Web site.

STATEMENTS OF OPERATIONS - UNAUDITED
                                                             Three Months Ended
                                                             September 30,
                                                             2009                  2008
Net sales                                                    $    17,108,000       $    19,802,000
Cost of sales                                                     10,269,000            12,495,000
Gross profit                                                      6,839,000             7,307,000
Gross margin percentage                                           40.0%                 36.9%
Selling and fulfillment expenses                                  3,752,000             4,933,000
Marketing expenses                                                1,457,000             4,172,000
General and administrative expenses                               2,095,000             3,021,000
Total operating expenses                                          7,304,000             12,126,000
Operating loss                                                    (465,000   )          (4,819,000 )
Interest income                                                   8,000                 8,000
Interest expense to related party shareholders                    (405,000   )          (88,000    )
Interest expense                                                  (53,000    )          (94,000    )
Net loss                                                          (915,000   )          (4,993,000 )
Preferred stock dividends                                         --                    (12,000    )
Deemed dividend related to beneficial conversion feature on
Series F Preferred Stock                                          --                    (712,000   )
Net loss available to common shareholders                    $    (915,000   )     $    (5,717,000 )
Basic and diluted net loss per common share                  $    (0.07      )     $    (0.43      )
Weighted average common shares outstanding
(basic and diluted)                                               13,844,637            13,309,383

SELECTED BALANCE SHEET DATA & KEY METRICS - UNAUDITED
                                                    September 30,       December 31,
                                                    2009                2008
Cash and cash equivalents                           $      4,061,000    $      4,004,000
Inventories, net                                           17,907,000          23,157,000
Prepaid expenses and other current assets                  4,625,000           4,347,000
Property and equipment, net                                3,952,000           6,058,000
Current liabilities                                        12,079,000          16,250,000
Long-term liabilities                                      3,201,000           3,106,000
Stockholders' equity                                       15,413,000          18,394,000
                                                    Three Months Ended
                                                    September 30,
                                                    2009                2008
Average order size (including shipping & handling)  $      274.58       $      292.03
New customers added during the period                      34,753              39,055

STATEMENTS OF CASH FLOWS - UNAUDITED
                                                                     Three Months Ended
                                                                     September 30,
                                                                     2009                 2008
Cash flows from operating activities:
Net loss                                                             $    (915,000  )     $    (4,993,000 )
Adjustments to reconcile net loss to net cash provided by (used in)
operating
activities:
Depreciation and amortization                                             690,000              719,000
Stock based compensation                                                  137,000              594,000
Provisions for returns                                                    752,000              1,073,000
Bad debt expense                                                          61,000               90,000
Reserve for inventory obsolescence                                        --                   100,000
Amortization of discount on notes payable to related party                88,000               --
shareholders
Change in fair value of embedded derivative financial liability to        253,000              --
related
party shareholders
Change in operating assets and liabilities:
(Increase) decrease in:
Accounts receivable                                                       (480,000  )          (755,000   )
Inventories                                                               545,000              (3,186,000 )
Prepaid inventory                                                         (28,000   )          (876,000   )
Prepaid expenses                                                          2,000                (740,000   )
Other assets                                                              (82,000   )          19,000
Increase (decrease) in:
Accounts payable                                                          767,000              2,849,000
Accrued expenses and other current liabilities                            421,000              1,208,000
Interest payable to related party shareholders                            63,000               45,000
Deferred revenue                                                          49,000               896,000
Net cash provided by (used in) operating activities                       2,323,000            (2,957,000 )
Cash flows from investing activities:
Purchases of property and equipment                                       (74,000   )          (714,000   )
Net cash used in investing activities                                     (74,000   )          (714,000   )
Cash flows from financing activities:
Proceeds from notes issued to related party shareholders                  --                   3,000,000
Net cash provided by financing activities                                 --                   3,000,000
Net increase (decrease) in cash and cash equivalents                      2,249,000            (671,000   )
Cash and cash equivalents - beginning of period                           1,812,000            2,591,000
Cash and cash equivalents - end of period                            $    4,061,000       $    1,920,000
Supplemental disclosure of cash flow information:
Cash paid for interest                                               $    42,000          $    64,000

RECONCILIATION OF NON-GAAP FINANCIAL INFORMATION - UNAUDITED
                                                Three Months Ended
                                                September 30,
                                                2009               2008
Net loss                                        $      (915,000 )  $      (4,993,000 )
Interest income                                        (8,000   )         (8,000     )
Interest expense to related party shareholders         405,000            88,000
Interest expense                                       53,000             94,000
Depreciation and amortization expenses                 687,000            668,000
EBITDA                                                 222,000            (4,151,000 )
Non-cash share-based compensation expenses             137,000            594,000
Adjusted EBITDA                                 $      359,000     $      (3,557,000 )

SOURCE: Bluefly, Inc.

Bluefly, Inc. 
Investors: 
Kara B. Jenny, 212-944-8000 ext. 286 
Chief Financial Officer 
kara.jenny@bluefly.com 
or 
Press: 
Monica Halpert, 212-944-8000 ext. 297 
Director of Content and Creative 
monica.halpert@bluefly.com