Bluefly, (FRA:BFY1) ROCE % : -495.26% (As of Mar. 2013)

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What is Bluefly, ROCE %?

ROCE % measures how well a company generates profits from its capital. It is calculated as EBIT divided by Capital Employed, where Capital Employed is calculated as Total Assets minus Total Current Liabilities. Bluefly,'s annualized ROCE % for the quarter that ended in Mar. 2013 was -495.26%.

Bluefly, ROCE % Historical Data

The historical data trend for Bluefly,'s ROCE % can be seen below:

* For Operating Data section: All numbers are indicated by the unit behind each term and all currency related amount are in USD.
* For other sections: All numbers are in millions except for per share data, ratio, and percentage. All currency related amount are indicated in the company's associated stock exchange currency.

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Bluefly, ROCE % Chart

Bluefly, Annual Data

Trend

Dec03

Dec04

Dec05

Dec06

Dec07

Dec08

Dec09

Dec10

Dec11

Dec12

ROCE %

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-46.50

-11.51

-15.17

-39.38

-148.72

Bluefly, Quarterly Data
	Jun08	Sep08	Dec08	Mar09	Jun09	Sep09	Dec09	Mar10	Jun10	Sep10	Dec10	Mar11	Jun11	Sep11	Dec11	Mar12	Jun12	Sep12	Dec12	Mar13
ROCE %	Get a 7-Day Free Trial															-132.76	-111.44	-179.62	-253.31	-495.26

Bluefly, ROCE % Calculation

Bluefly,'s annualized ROCE % for the fiscal year that ended in Dec. 2012 is calculated as:

ROCE %	=	EBIT	/	( (Capital Employed	+	Capital Employed)	/ count )
		(A: Dec. 2012 )		(A: Dec. 2011 )		(A: Dec. 2012 )
	=	EBIT	/	( ( (Total Assets - Total Current Liabilities)	+	(Total Assets - Total Current Liabilities) )	/ count )
		(A: Dec. 2012 )		(A: Dec. 2011 )		(A: Dec. 2012 )
	=	-18.081	/	( ( (36.956 - 16.718)	+	(27.846 - 23.769) )	/ 2 )
	=	-18.081	/	( (20.238	+	4.077)	/ 2 )
	=	-18.081	/	12.1575
	=	-148.72 %

Bluefly,'s ROCE % of for the quarter that ended in Mar. 2013 is calculated as:

ROCE %	=	EBIT ⁽¹⁾	/	( (Capital Employed	+	Capital Employed)	/ count )
		(Q: Mar. 2013 )		(Q: Dec. 2012 )		(Q: Mar. 2013 )
	=	EBIT	/	( ( (Total Assets - Total Current Liabilities)	+	(Total Assets - Total Current Liabilities) )	/ count )
		(Q: Mar. 2013 )		(Q: Dec. 2012 )		(Q: Mar. 2013 )
	=	-12.332	/	( ( (27.846 - 23.769)	+	(22.648 - 21.745) )	/ 2 )
	=	-12.332	/	( ( 4.077	+	0.903 )	/ 2 )
	=	-12.332	/	2.49
	=	-495.26 %

(1) Note: The EBIT data used here is four times the quarterly (Mar. 2013) EBIT data.

Bluefly, (FRA:BFY1) ROCE % Explanation

ROCE % can be especially useful when comparing the performance of capital-intensive companies. Unlike ROE %, which indicates the profitability of Shareholders Equity, ROCE % also considers long-term debt in Capital Employed. This can be helpful when analyzing companies with significant debt, as the result is neutralized by taking debt into consideration.

Generally speaking, a higher ROCE % indicates a stonger profitability for a company. Moreover, it is important to look at the ratio from a long term perspective. Investors tend to favor companies with stable and rising ROCE % trend over those with volatile ones.

Bluefly, ROCE % Related Terms

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Bluefly, (FRA:BFY1) Business Description

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GURUFOCUS.COM » STOCK LIST » Consumer Cyclical » Retail - Cyclical » Bluefly, Inc. (FRA:BFY1) » Definitions » ROCE %

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Website

Bluefly, Inc. is an off-price Internet retailer of fashion merchandise and accessories that provides its customers with access to in-season products. It launched the bluefly.com Website in September 1998. During 2011, it expanded its website portfolio by launching the belleandclive.com website, a members-only shopping site that presents curated selections of important brands via limited-time flash sale events. The Company's marketing efforts are focused both on acquiring new customers and retaining existing customers. The Company purchases merchandise directly from various suppliers and have devoted substantial resources over the years in establishing its reputation and brand awareness of selling authentic, high-end fashion merchandise at competitive discounted prices in a high-end retail environment. E-commerce generally, and, in particular, the online retail apparel and fashion accessories market, is a relatively dynamic, high-growth market. The Company's competition for online customers come from a variety of sources, including existing traditional retailers that are using the Internet to expand their channels of distribution, established and less established Internet companies, traditional direct marketers, designer brands that may attempt to sell their products directly to consumers through the Internet and other traditional off-price retail stores. The Company relies on various intellectual property laws and contractual restrictions to protect its proprietary rights in services and technology, including confidentiality, invention assignment and nondisclosure agreements with employees and contractors. The Company is not currently subject to direct regulation by any domestic or foreign governmental agency, other than regulations applicable to businesses generally, and laws or regulations directly applicable to online commerce.

Bluefly, (FRA:BFY1) Headlines

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