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Joseph C. Park Appointed As Bluefly Chief Operating Officer

Stocks in this article: BFLY

Bluefly, Inc. (NASDAQ Capital Market: BFLY), a leading online retailer of designer brands, fashion trends and superior value ( www.bluefly.com), today announced that Joseph C. Park has been appointed as Chief Operating Officer, effective May, 31 2011.

Mr. Park joins Bluefly following a diverse and successful career in the Internet industry. In 1997, he co-founded and was the CEO of Kozmo.com, the first Internet retailer to provide same-day, one hour delivery service to consumers. This was followed by work at Microsoft, in their Corporate Strategy Group, after which he joined Amazon.com in 2005 where he co-founded and launched Askville.com, one of the leading social Q&A communities on the web. While at Amazon, Mr. Park also was Head of New Product Development where he incubated new businesses/startups within the organization, developed the business plan and initial product road map that launched Amazon's Product Ads business and grew Askville into one of the leading social Q&A websites on the web. Mr. Park also co-authored nine different technology patents.

Most recently Mr. Park was SVP of Consumer Digital Products at HarperCollins where he co-founded Bookperk.com, a group buying e-commerce website for avid book readers and spearheaded their overall consumer digital and monetization strategy. Mr. Park came to HarperCollins through its’ acquisition of BibleGateway, the largest biblical reference website where he was hired as President. Mr. Park also spent 3 years at Goldman Sachs in Investment Banking and Equity Research. Mr. Park earned his Bachelor of Arts degree in economics, journalism, and political science from New York University and received his M.B.A. from Harvard Business School.

Melissa Payner, Chief Executive Officer of Bluefly, commented, “I am delighted to have Joseph join our Bluefly team. Joseph brings a wealth of e-commerce and social media experience that, coupled with his demonstrated entrepreneurial spirit, will be very beneficial to Bluefly as we capitalize on the significant opportunity that exists for us to expand our share of the rapidly growing market for apparel and accessories online.”

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