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Filing Details

Issuer

Cik	Name	Symbol	Sector (SIC)	IRS No
1030896	Bluefly Inc	BFLY	Retail-Catalog & Mail-Order Houses (5961)	133612110

Insiders

Cik	Name	Reported Address	Insider Title	Director	Officer	Large Shareholder	Other
1326150	Prentice Capital Management, Lp	33 Benedict Place, 2Nd Floor Greenwich CT 06830		No	No	Yes	No
1326156	Michael Zimmerman	C/O Prentice Capital Management, L.p. 623 Fifth Avenue, 32Nd Floor New York NY 10022		Yes	No	Yes	No

Reported Non-Derivative Transactions

Sec. Name	Acquisiton - Disposition	Date	Amount	Price	Remaning Holdings	Equity Swap Involved	Form Type	Code	Nature of Ownership	Explanation
Common Stock	Disposition	2013-05-23	3,371,959	$0.01	0	No	4	S	Indirect	See notes

Equity Swap Involved	Form Type	Code	Nature of Ownership	Explanation
No	4	S	Indirect	See notes

Footnotes

On May 23, 2013, Prentice Consumer Partners, LP ("PCP") entered into a Stock Purchase Agreement pursuant to which it sold the shares of Common Stock of the Issuer reported herein to Runway Acquisition Sub, Inc. in a private transaction.
The shares of Common Stock of the Issuer reported herein were owned directly by PCP. Prentice Capital Management, LP (the "Investment Manager") serves as investment manager to PCP. Michael Zimmerman ("Mr. Zimmerman") is responsible for the supervision and conduct of all investment activities of the Investment Manager.
Each of the Investment Manager and Mr. Zimmerman disclaims any beneficial ownership of the shares of Common Stock reported herein to the extent such beneficial ownership exceeds such person's pecuniary interest therein.