In September 1997, Pivot moved its corporate headquarters and showroom to a larger space in midtown Manhattan. "It's an exciting time in our history," Seiff declared. "The move is a reflection of the company's continued growth and future goals." Within a matter of months, however, Seiff decided to exit the golf apparel business entirely and dramatically shift the focus of his company. Supposedly frustrated after spending a day of outlet shopping, during which he was forced to sort through disorganized bins only to find out-of-date designer clothing, Seiff had a moment of inspiration: why not use the power of the Internet to create a virtual outlet store that could carry up-to-date fashions from a wide range of labels? In May 1998, Pivot announced its intention to form a new division to market brand-name discounted apparel on the Web. Clothing companies, to this point, had been reluctant to embrace the Internet, but when online sales enjoyed a significant bump during the 1997 holiday season, Seiff was not alone in targeting the Internet for future growth. Establishing an online presence was of such great importance that Seiff and his staff worked virtually around the clock, so that by September 1998 Pivot launched its ecommerce site, bluefly.com. The origin of the name, according to company literature, was pinned to the image of a fly--a creature that was nimble and quick to change directions. "Blue" was added because it conveyed a friendly personality. The creation of Bluefly could not have come at a more opportune time for Seiff. The change to the moderately-priced market for its apparel failed to work, and the company was unable to reestablish its department store connections. In 1997, the company lost $381,000. Thus, in late June 1998, Pivot elected to discontinue is golf sportswear line. The company sold the Pivot Rules brand and trademarks, and in October 1998 changed its name to Bluefly, Inc.
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