Rue La La makes an appeal to international shoppers

October 19, 2016 03:33 PM

Flash sale retailer Rue La La is making an international push to grow its business.

Rue La La, No. 80 in the Internet Retailer 2016 Top 500 Guide, has signed on to use Pitney Bowes’ Borderfree Retail platform. The tool will allow shoppers in 220 countries around the world to peruse a version of that is localized to their country as well as give them a clearer picture of how much it’s going to cost to have an order shipped to their location, the retailer said Tuesday.

Pitney Bowes acquired Borderfree for $395 million in May 2015. According to, Pitney Bowes is the international services vendor for 42 retailers in the 2016 Internet Retailer Top 500, including Nordstrom Inc. (No. 18), J.C. Penney Co. Inc. (No. 33) and Neiman Marcus (No. 36).

Using the Borderfree platform is one way Rue La La plans to increase its global reach heading into 2017.

“As a brand, we are rolling out strategic marketing pushes and testing programs to increase awareness in key markets,” a Rue La La spokeswoman says. “We will alter and adapt our approach as we learn and develop more information over the next several months. With our new rollout and partnership with Pitney Bowes, we will be able to serve this devoted and large audience of international consumers in an efficient and seamless manner, expanding the reach of the Rue La La brand and our product offerings.”

The spokeswoman did not specify which international markets specifically Rue La La is targeting for growth. According to, Rue La La did an Internet Retailer-estimated $504 million in sales last year, up 5% from $480 million last year.




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