E-commerce Company Bluefly Shrinking HQ in West 39th Street Building

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Bluefly, a high-end discount retailer, is consolidating its headquarters at 42 West 39th Street as part of a brand repositioning, Commercial Observer has learned.

SEE ALSO: Kitchenware Brand Core Home Relocating to Adams & Co.’s 42 West 39th Street

After 20 years in 17,000 square feet on the ninth and 10th floors of the property between Fifth Avenue and Avenue of the Americas, Bluefly has signed a new lease for just the 9,585-square-foot ninth floor, according to a release from Adams & Co.

“To continue to stay competitive, Bluefly is focusing on expanding internationally; the company is opening pop-up locations across the globe, starting with a location in Manhattan on 45th Street, just east of Fifth Avenue,” David Levy, a principal of Adams & Co., said in prepared remarks. “This shift in strategy resulted in a need for an updated installation, where employees can work more efficiently as a team.”

Levy and Adams & Co.’s Brett Maslin represented the tenant and the landlord, an LLC affiliated with Adams & Co., in the transaction.

Bluefly plans to completely renovate the space, creating a flexible office format.

Built in 1927, 42 West 39th Street, is an 18-story, 157,748-square-foot commercial office building with tenants like Spanx, Magnusson Architectural and Planning, Fragments Holdings, Wear First and Castlewood Apparel.