Blue Nile, Inc. operates as an online retailer of diamonds and fine jewelry. The company offers its products for sale through the Blue Nile Website in approximately 40 countries and territories worldwide. The company has various wholly-owned subsidiaries, such as Blue Nile, LLC, which serves its customers in the U.S., Canada, and the Asia-Pacific; Blue Nile Worldwide, Inc., which serves its customers in Europe; Blue Nile (Shanghai) Trading Co., Ltd., which serves its customers in China, and Blue Nile Jewellery, Ltd, which operates a customer service and fulfillment center in Dublin, Ireland. Product Offerings and Supplier Relationships The company’s merchandise consists of engagement and non-engagement products. The engagement product category includes gold or platinum engagement rings with a diamond center stone and loose diamonds. The company’s non-engagement product category includes rings, wedding bands, earrings, necklaces, pendants, bracelets, gifts, and accessories containing precious metals, diamonds, gemstones, or pearls. The company’s core business is the engagement category. The company offers approximately 150,000 diamonds that are independently certified by third party diamond grading laboratories, typically the Gemological Institute of America. The company offers diamonds with specified characteristics in the areas of shape, cut, color, clarity, and carat weight. The company offers a range of non-engagement products to complement its selection of customized diamond jewelry. In the case of non-engagement, unlike various diamonds that the company sells, it takes products into inventory before they are ordered by its customers. The company’s non-engagement products are purchased from approximately 90 manufacturers, majority of whom have long-standing relationships with the company. Strategy The company’s strategy is to invest on initiatives to drive consumers to shift their purchase decisions to online jewelry retailers at a more significant rate. Seasonality The company experiences seasonal fluctuations in demand for its products. The company’s quarterly revenue is generally the highest in the fourth quarter due to Christmas. The fourth quarter accounted for approximately 31% of its net sales in the fiscal years ended January 3, 2016. Intellectual Property In the U.S. and certain other countries, the company has registered or has applications pending for, ‘Blue Nile’, the BN logo, the Blue Nile BN stylized logo, ‘Build Your Own Ring’, ‘Build Your Own Five-Stone Ring’, ‘Build Your Own Three Stone Ring’, ‘Build Your Own Diamond Jewelry’, ‘Build Your Own Diamond Pendant’, ‘Build Your Own Earrings’, and ‘Build Your Own Charm Bracelet’. In addition, the company is the holder of a patent entitled ‘Computerized Search Technique, such as an Internet-Based Gemstone Search Technique’ (the U.S. Patent No. 8,271,521) and has various other U.S. patent applications pending, which relate to certain features of its Website. The company has registered the bluenile.com, bluenile.co.uk, and bluenile.ca Internet domain names and various other related domain names. History Blue Nile, Inc. was founded in 1999. The company was incorporated in 1999 as a Delaware corporation.
blue nile inc (BVJ:Frankfurt)
411 First Avenue South
Seattle, WA 98104
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