Bluefly and Hunch Partner to Provide Personalized Shopping Experience for Fashion-Conscious Customers.

Technology to Provide Recommendations and Suggestions Based on Individual Customer Tastes

NEW YORK -- Bluefly, Inc. (NASDAQ Capital Market: BFLY), a leading online retailer of designer fashion and accessories, today announced that it has partnered with Hunch, a technology company that personalizes the internet based on people's interests, to deliver a more personalized online shopping experience for fashion-conscious consumers. The new application is scheduled to launch this fall, and will help Bluefly's customers find products that appeal to their specific fashion tastes and preferences.

"We are excited to be the first fashion retailer to partner with Hunch to provide our customers with customized recommendations that enhance their shopping experience," said Bradford Matson, Chief Marketing Officer at Bluefly. "We see customization as the next phase of online shopping, where users will one day be able to create stores that are suited to who they are and adapt to how their fashion tastes and style preferences change over time. This new application is a bold step in that direction; providing shoppers with an enhanced, unique shopping experience that puts them in control."

Hunch is a recommendation tool that gets smarter the more it is used. After asking 10 questions or less, the application will provide consumers with specific fashion recommendations and other items of interest to them. Hunch's Taste Graph technology is based on a unique set of algorithms that allow a brand to determine the preferences of consumers, and then make recommendations to them based on their tastes and preferences. The new applications will provide Bluefly shoppers with the ability to personalize their shopping experience, receive hyper-targeted real-time recommendations, integrate social relationships with purchasing decisions and discover other Bluefly users who share similar fashion tastes.

"Bluefly's fashion-conscious and highly taste-driven consumers are a perfect fit to benefit from Hunch's interest-based recommendation platform," said Shaival Shah, VP of Business Development at Hunch. "We are thrilled to be working with Bluefly to develop a new standard for how fashion-related products can be surfaced and presented to any individual, and that's just the type of challenge which Hunch's prediction technology was designed to meet."

About Bluefly

Bluefly, Inc. (NASDAQ Capital Market: BFLY) is a leading online retailer of designer brands, fashion trends and superior value. Through its e-commerce Web site, Bluefly.com, the company sells approximately 350 brands of men's and women's designer apparel, accessories, and home furnishings at discount prices in the United States. For more information, visit www.bluefly.com.

About Hunch

Hunch Inc. personalizes the internet by helping anyone find and discover the people, places, or things they might like. Powered by a growing 'Taste Graph' which combines machine learning algorithms with a passionate online community, Hunch's personalized recommendations are available on more than 50,000 topics on hunch.com and soon will be available on select partner sites.