BFLY

Bluefly, Inc.

A pioneer of online off-price fashion, Bluefly sells discounted designer apparel, shoes, and handbags from well-known brands through its website. Founded in 1998 by Ken Seiff, the company began as a golf-sportswear business called Pivot Rules before pivoting to internet retail and launching Bluefly.com. Its name pairs the fly—chosen for being nimble and quick to change directions—with Blue, meant to suggest a friendly personality.