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Zulily

Zulily is an e-commerce retailer headquartered in St. Paul, Minnesota, specializing in flash sales of discounted clothing, accessories, home décor, toys, and beauty products, targeting women and families with daily deals offering up to 70% off brand-name items. Founded in 2009 by Mark Vadon, former CEO of online jeweler , and Darrell Cavens, the company quickly grew by leveraging a model of limited-time online sales events, reaching a peak valuation of $2.6 billion upon its 2013 initial public offering on . In 2015, Zulily was acquired by (then Liberty Interactive, parent of ) for $2.4 billion, integrating it into a broader portfolio of home shopping and e-commerce brands. The company faced challenges in the evolving online retail landscape, including increased competition from and rising marketing costs, leading to its acquisition by Regent LP in May 2023 for an undisclosed amount. Under Regent's ownership, Zulily experienced rapid decline, marked by executive departures, layoffs, and operational issues, culminating in a cessation of operations and entry into an Assignment for the Benefit of Creditors process in December 2023 to liquidate assets without formal bankruptcy. In March 2024, Beyond, Inc. (formerly Overstock.com) acquired Zulily's intellectual property and brand for $4.5 million, announcing plans to revive the platform by integrating it with its existing e-commerce operations. The site relaunched in mid-2024 under Beyond's management, but in March 2025, Beyond sold a 75% stake to Lyons Trading Company (parent of discount e-tailer Proozy) for $5 million while retaining a 25% interest, with the brand continuing operations and focusing on expanded deals in fashion and lifestyle categories. As of November 2025, Zulily remains operational via its website, zulily.com, offering curated daily sales and free shipping on orders over $50, with approximately 2,900 employees at its peak historical scale.

Overview

Company description

Zulily is an retailer specializing in daily flash sales of discounted apparel, home goods, and family products, offering limited-time deals curated for value-conscious shoppers. The company was founded in 2009 in Seattle, Washington, by Darrell Cavens and Mark Vadon, both former executives at the online jewelry retailer . Inspired by Vadon's experiences as a new parent, Zulily initially targeted young mothers and families with its event-based model, emphasizing brand-name items at up to 70% off retail prices. Headquartered in St. Paul, Minnesota, Zulily experienced rapid growth in its early years, peaking at more than 3,000 employees around 2015 as it expanded operations nationwide. Following financial challenges, a shutdown in late 2023, and subsequent revival, the company now operates on a significantly reduced scale with approximately 1,100 employees as of late 2025. Zulily's ownership has undergone several transitions, reflecting its evolution from a high-growth startup to a revived brand under diverse stewards. It began as a privately held company from 2009 to 2013, went public via IPO in 2013, and was acquired by Qurate Retail Group (parent of QVC) in 2015 for $2.4 billion. Qurate owned Zulily until selling it to private equity firm Regent LP in May 2023, after which it faced operational shutdown later that year. Beyond Inc. acquired the brand's intellectual property in March 2024 for $4.5 million and relaunched the site in September 2024. In March 2025, Beyond sold a 75% majority stake to Lyons Trading Company—the parent of discount e-tailer Proozy—for $5 million, retaining a 25% minority interest.

Key products and services

Zulily primarily offers a curated selection of merchandise focused on women's and children's , , , , , and , all presented through limited-time sales events. The company emphasizes partnerships with top , emerging , and household favorites to provide exclusive deals not available elsewhere, sourcing products from a network of to ensure variety in its inventory. Key service features include daily email newsletters that alert subscribers to new deals and collection launches, a available on and for early access to events and seamless , and free standard shipping on orders exceeding $50. Following its 2025 acquisition by Lyons , the parent of discount retailer Proozy, Zulily has integrated elements of Proozy's model to expand its apparel offerings with broader, year-round deals alongside its traditional flash sales.

History

Founding and early expansion (2009–2013)

Zulily was founded in December 2009 by Darrell Cavens and Mark Vadon, both executives with extensive e-commerce experience from , an online jewelry retailer they had helped scale into a . Cavens served as , drawing on his prior roles as and senior vice president of marketing at , while Vadon, who had co-founded in 1999, acted as chairman. The idea for Zulily emerged from their personal experiences as new fathers, aiming to address the challenges of finding affordable, high-quality products for mothers and children in a fragmented market. The company launched its website in January 2010, initially operating as an invite-only focused on daily flash sales of mom-centric merchandise, including apparel, toys, and gear for babies and kids at discounts of 50-70% off retail prices. This model emphasized limited-time deals to create urgency and exclusivity, targeting busy mothers seeking brands without the hassle of traditional . Early operations were lean, with the platform quickly gaining traction through word-of-mouth and invitations among communities. Zulily secured its initial $4.6 million seed round in December 2009, led by Seattle-based venture firm Maveron, to build out the platform and inventory partnerships. This was followed by a $6 million Series B in August 2010 from August Capital and others, bringing total funding to $10.6 million and enabling product curation expansion. In August 2011, a $43 million Series C round from Meritech Capital Partners and Highland Capital Partners fueled logistics improvements, pushing cumulative investment past $50 million. The company's momentum culminated in an $85 million Series D in November 2012, led by , valuing Zulily at $1 billion and raising total funding to approximately $139 million from prominent investors including Maveron and August Capital. These infusions supported rapid scaling while maintaining a private company structure. Customer growth accelerated dramatically in the early years, starting with modest adoption in the first month of launch—around 1,000 users—and reaching 791,000 active by the end of 2011. By 2012, the base had expanded to 1.6 million active , and it surpassed 2.6 million by 2013, driven by viral referrals and targeted . Revenue reflected this trajectory, climbing from $143 million in 2011 to $331 million in 2012, and reaching $606 million for the full year of 2013, establishing Zulily as a in the flash sales sector with strong per-customer spending averaging $215 annually by late 2013. Physical expansion complemented digital growth, with Zulily opening its headquarters in a renovated building in mid-2011 to accommodate rising staff needs after outgrowing initial Pioneer Square offices. Employee headcount surged from about 240 in 2011 to over 1,400 by 2013, including roles in merchandising, technology, and fulfillment, as the company invested in proprietary systems for deal curation and efficiency. This infrastructure enabled handling increased order volumes and positioned Zulily for sustained private-market dominance.

IPO and QVC acquisition (2013–2015)

In November 2013, Zulily went public through an (IPO) on the exchange under the ZU, pricing shares at $22 each and raising $253 million. The IPO valued the company at around $2.6 billion, reflecting strong investor interest in its flash sales model amid rapid growth in . Following the IPO, Zulily's experienced significant ; it peaked at over $70 per share in early 2014, driven by robust initial performance, but later declined as growth slowed amid increasing competition and operational challenges. The company's reached $1.2 billion in fiscal year 2014, up substantially from prior years, though margins faced pressure from higher costs and supply chain expansions. By late 2015, Zulily was acquired by Liberty Interactive Corporation, the parent company of , in a deal valued at $2.4 billion, or $18.75 per share. The transaction, announced in December 2015 and completed shortly thereafter, marked the end of Zulily's independent operations as a public entity. Strategically, the acquisition aimed to enhance Liberty Interactive's digital commerce capabilities by integrating Zulily's online flash sales expertise with 's established television shopping network and customer base, creating synergies in and management. Liberty Interactive viewed Zulily as a key asset to accelerate its shift toward , leveraging the latter's data-driven approach to daily deals for women and families.

Post-acquisition challenges (2015–2021)

Following the 2015 acquisition by QVC's parent company, Liberty Interactive (later rebranded as ), Zulily encountered significant integration hurdles stemming from a cultural mismatch between its agile, tech-driven startup environment—focused on young mothers and mobile shopping—and QVC's more traditional, television-centric retail model targeting older demographics. This misalignment delayed anticipated synergies, such as opportunities and shared efficiencies, as Zulily's fast-paced flash sales model clashed with QVC's emphasis on repeat purchases and long-term . The acquisition also resulted in Zulily's delisting from public stock exchanges, transitioning it to private ownership under Qurate and limiting transparency into its operations. Financial performance deteriorated progressively, with revenue remaining largely flat from 2015 to 2017 at approximately $1.6 billion in 2017, followed by modest growth to $1.8 billion in 2018 before sharper declines set in. By 2019, revenue dropped 13%, reflecting broader struggles under Qurate ownership, and the unit posted operating losses that widened in subsequent years. Staff reductions compounded these issues, including layoffs in 2019 affecting an undisclosed number of employees at Zulily's Seattle headquarters, as Qurate sought to streamline operations amid stagnant growth. Intensifying market pressures further eroded Zulily's position, as competitors like expanded into personalized deals and fast delivery, while gained traction with subscription-based styling services tailored to similar demographics. The rise of platforms, including Shopping and emerging marketplaces, diminished the novelty of Zulily's flash sale model by offering instantaneous, algorithm-driven discoveries directly within social feeds. Leadership instability added to the challenges, with co-founder and CEO Darrell Cavens departing in late 2017 after overseeing the post-acquisition transition, followed by the appointment of as CEO in 2018 to refocus on core categories. Multiple executive shifts at the parent level, including Qurate CEO 's retirement in 2021, underscored ongoing strategic reevaluations. The provided a temporary uplift in 2020, with full-year revenue rising 4% to about $1.7 billion, driven by a surge in home goods and hardlines sales as consumers shifted to online purchasing for essentials and nesting items. However, an initial 20% revenue dip in the first quarter due to supply chain disruptions and reduced new customer acquisition highlighted vulnerabilities, leading to overall stagnation as pandemic-driven gains proved short-lived.

Shutdown and initial revival (2021–2024)

In 2021, Zulily faced escalating financial pressures under its parent company Qurate Retail Group, exacerbated by Apple's iOS privacy updates that disrupted targeted advertising on platforms like Facebook, leading to an 11% year-over-year revenue decline. By 2022, these challenges intensified, with revenue plummeting 38% amid growing losses and a reduction in headcount by more than 1,000 employees from late 2021 to late 2022. Seeking a turnaround, Qurate sold Zulily in May 2023 to Regent LP, a Los Angeles-based private equity firm specializing in retail and apparel, for an undisclosed amount; the transaction allowed Qurate to streamline its portfolio and repay approximately $80 million in Zulily's outstanding debt. Regent aimed to revitalize the brand through operational efficiencies and strategic repositioning in the competitive e-commerce landscape. Under Regent's ownership, Zulily's performance deteriorated rapidly, marked by persistent operating losses and operational disruptions. Vendors reported significant payment delays starting in mid-2023, with some owed thousands of dollars for invoices dating back to May, as the company's standard 60-day payment terms went unmet, straining supplier relationships and inventory supply. These issues contributed to broader instability, including a high-profile lawsuit filed by Zulily against Amazon in December 2023, alleging anticompetitive practices such as price-fixing and supplier coercion that hindered Zulily's market competitiveness. In January 2025, a federal judge allowed portions of the antitrust claims to proceed, dismissing others, with Zulily given leave to amend. Despite Regent's efforts to inject capital and restructure, the challenging retail environment—characterized by shifting consumer behaviors and inflationary pressures—proved insurmountable, leading to further cost-cutting measures and employee reductions throughout late 2023. On December 22, 2023, Zulily announced its immediate shutdown, citing "financial instability caused by a challenging business environment," and entered an Assignment for the Benefit of Creditors (ABC) process as an alternative to formal bankruptcy. This wind-down, managed by assignee Douglas Wilson Companies, facilitated an orderly liquidation of assets to benefit creditors, including unresolved vendor claims and customer refunds for outstanding orders. The closure resulted in over 800 layoffs across Washington, Nevada, and Utah, with affected employees receiving WARN Act notices but limited severance or payout support. Zulily's website went offline by the end of December, halting all flash sales and e-commerce operations, effectively ending the brand's independent run after 14 years. In March 2024, Beyond, Inc.—the parent company of Overstock and Bed Bath & Beyond—acquired Zulily's intellectual property, brand assets, and select inventory for $4.5 million in cash, plus assumed liabilities, positioning it as a complementary off-price e-commerce offering. The deal, funded entirely from Beyond's cash reserves, aimed to leverage Zulily's flash-sale heritage to enhance Beyond's portfolio without significant additional capital investment. Beyond initiated the revival by relaunching zulily.com on September 10, 2024, with a streamlined model featuring reduced inventory volume and a sharpened focus on core categories such as women's and children's apparel, home goods, and toys to improve and customer relevance. This approach incorporated lessons from prior challenges, emphasizing an asset-light structure integrated with Beyond's existing logistics and marketing capabilities, while gradually rebuilding vendor partnerships and user traffic.

Recent ownership transfer (2025)

In March 2025, Beyond, Inc. announced a definitive agreement to sell a 75% stake in Zulily to Lyons Trading Company, the parent of off-price retailer Proozy, for $5 million, while retaining a 25% minority interest. The transaction valued the brand at approximately $6.7 million and marked Zulily's fourth ownership change in two years. The deal aligned with Beyond's strategic pivot toward its core home and family brands, such as and Overstock, enabling a return on its prior investment in Zulily while streamlining operations. Lyons Trading, a Minnesota-based firm specializing in discounted apparel and , aimed to leverage Proozy's expertise in flash sales and inventory management to revitalize Zulily's event-based model. Following the transfer, Zulily integrated elements of Proozy's inventory to expand its daily deals, particularly in apparel and , while maintaining its distinct and operational . Prior to the sale, the site had averaged 892,600 monthly visitors from September 2024 to February 2025, providing a baseline for post-acquisition growth efforts. As of November 2025, Zulily operates as an active platform, offering ongoing daily deals and processing customer orders without interruption.

Business model

Flash sales mechanism

Zulily's flash sales operate on a core process of launching limited-time events daily, typically starting at midnight Pacific Time, with deals available for 48 to 72 hours to create urgency and drive purchases. These sales feature deep discounts of up to 70% on curated bundles of products from various vendors, focusing on event-based merchandising rather than traditional inventory dumps. The model emphasizes exclusivity, with quantities limited to encourage quick buying, and new events refresh the site daily to maintain . Under current operations as of 2025, Zulily functions as a where vendors maintain their own and fulfill orders directly to customers, typically shipping within 3-5 days. This approach minimizes Zulily's holding costs through partnerships. Historically, the company used a just-in-time model, placing bulk purchase orders after sales events and dispatching trucks to warehouses, with some later warehouse holdings for faster processing. Zulily's technology stack includes a proprietary that leverages algorithms to personalize deal recommendations based on users' past purchases, browsing history, and preferences. Integrated with for data analytics, the system processes in to tailor and site experiences, enhancing relevance and conversion rates. This algorithmic curation ensures that flash sales align with individual shopper interests, supporting the daily launch of over 100 events. Logistically, Zulily partners with major carriers USPS and to handle fulfillment, with standard shipping times of 2-9 business days as of 2025, processed from a in , though actual times may vary by vendor and location. Orders sync automatically with vendor systems for picking, packing, and tracking updates. At its peak, scalability challenges arose from managing peak loads, including sending over 10 million personalized emails daily and handling spikes that can exceed millions of visitors during launch windows. The proprietary platform is engineered to accommodate these surges, but historical issues with site slowdowns during high-demand periods underscored the need for robust investments. In the revived model, enhancements to cloud-based processing have helped mitigate these bottlenecks for sustained performance.

Target audience and marketing

Zulily's primary consists of women aged 35 to 54, with a significant focus on mothers seeking affordable essentials for families, including children's apparel and home goods. The base is predominantly female, comprising over 70% of users, who are drawn to the platform's value-oriented deals on brand-name items. The company's marketing relies heavily on email newsletters as a core channel, sending personalized daily deal notifications to a peak subscriber base of over 20 million users to drive traffic and sales. Social media platforms like and serve as key avenues for and community engagement, while partnerships with influencers, particularly mom-focused creators, amplify brand reach and authenticity. To foster , Zulily employs algorithms that tailor recommendations based on purchase history, enhancing and conversion rates. Loyalty initiatives include referral bonuses that reward users for bringing in new customers, alongside seasonal campaigns such as back-to-school promotions to capitalize on family shopping cycles. Following its 2024 revival under Beyond Inc. and the 2025 majority stake sale to Lyons Trading Company (parent of discount e-tailer Proozy), Zulily has shifted toward increased digital advertising integration with Proozy's off-price model, emphasizing value-driven messaging to address economic pressures like inflation and appeal to budget-conscious shoppers. Pre-shutdown retention was strong, with repeat customer rates reaching 92% through effective tactics, though post-2024 revival efforts have focused on rebuilding via enhanced and cross-promotions to recover lapsed users.

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