NEW YORK—Bluefly, Inc. (NASDAQ Capital Market: BFLY), a leading online retailer of designer fashion clothing and accessories, has named Beth Grad to the position of general manager of their soon-to-launch, online eyewear site Eyefly.com. According to a spokesperson for Bluefly, Eyefly.com, which will feature men’s and women’s frames and lenses for $99 retail, as well as a limited assortment of sunglasses and readers, is scheduled to go live on May 9.

Grad has been general manager of Eyefly LLC since January 2011 and in this role is responsible for all aspects of the product including: sales, marketing, business development, site development and operations. Grad is also responsible for increasing visitor conversion and site satisfaction by introducing new site functionality, enhancing existing site features, and developing and enhancing the customer’s buying experience.

Previously, Grad was at Scholastic from 2000 to 2010 where she held a variety of positions in marketing, product development and management. Grad also played a key role in launching and growing Scholastic’s eCommerce and digital subscription businesses. Prior to Scholastic, Grad held positions at EarthWeb, an internet startup company and ABC Sports/ESPN.

As VMail previously reported on Jan. 14, Eyefly.com is a joint venture of Bluefly, Inc., founded in 1998, and A+D Labs, an investment company headed by David Anton. Alessandro Lanaro, president of Modo, is an investor in A+D Labs and will serve in an advisory capacity to the new site but will have no management stake in Eyefly.