Alloy Revenue Up 8 Percent, Reports Loss in Q2

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Alloy Inc. reported yesterday an 8 percent increase in revenue for its fiscal second quarter, though it saw a net loss of $11.6 million.

Alloy, New York, a media, marketing, direct marketing and retail business targeting Generation Y, said that revenue totaled $86.6 million for the quarter ended July 31, up from $80.5 million for the same period last year.

Net merchandise revenue for the quarter rose 46 percent, reflecting the company's acquisition of Delia's in this period. Delia's is a multichannel marketer of apparel, accessories and home furnishings for teen-age girls and young women.

Reduced sales in the company's promotions and specialty direct businesses led to a 15 percent drop in second fiscal quarter sponsorship and other revenues to $42.9 million.

For the six months ended July 31, total revenue rose 16 percent to $174.4 million from $149.9 million for the year-ago period.

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