dELiA*s, Inc. (NASDAQ: DLIA), a direct marketing and retail company comprised of two lifestyle brands primarily targeting teenage girls and young women, today announced the results for its second quarter of fiscal 2010.

Walter Killough, Chief Executive Officer, commented, “Sales trends in both our retail and direct businesses remained negative during the second quarter. Trends improved with our new Back-To-School floorset in July, but were still negative as traffic remained inconsistent. In August we began to see traction in our Back-To-School business, with comparable store sales trends turning positive in districts that have early Back-To-School peaks. We are cautiously optimistic that these improved trends will continue through the remainder of the Back-To-School period and result in increased sales levels in both channels.”

Fiscal Second Quarter Results

Total revenue for the second quarter of fiscal 2010 decreased 5.5% to $43.2 million from $45.7 million in the second quarter of fiscal 2009. Revenue from the retail segment increased 2.8% to $24.4 million, or 56.4% of total revenue. Revenue from the direct segment decreased 14.5% to $18.9 million, or 43.6% of total revenue.

Total gross profit was 28.7% in the second quarter of fiscal 2010 as compared to 32.7% in the prior year quarter, predominantly reflecting increased markdowns in the retail segment, and the deleveraging of occupancy costs.

Selling, general and administrative (SG&A) expenses were $21.5 million, or 49.9% of sales, for the second quarter of 2010 compared to $21.9 million, or 47.8% of sales, in the second quarter of 2009. The increase in SG&A as a percent of sales reflects the deleveraging of selling costs, overhead expenses and depreciation on lower sales.

Net loss for the second quarter of fiscal 2010 increased to $6.8 million, or $0.22 per diluted share, compared to a net loss of $4.7 million, or $0.15 per diluted share, for the second quarter of fiscal 2009.