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AMENDED AND RESTATED EMPLOYMENT AGREEMENT

Employee Retention Agreement

AMENDED AND RESTATED EMPLOYMENT AGREEMENT | Document Parties: BLUEFLY INC You are currently viewing:
This Employee Retention Agreement involves

BLUEFLY INC

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Title: AMENDED AND RESTATED EMPLOYMENT AGREEMENT
Governing Law: New York     Date: 4/11/2008
Industry: Retail (Apparel)     Sector: Services

AMENDED AND RESTATED EMPLOYMENT AGREEMENT, Parties: bluefly inc
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                                                                    EXHIBIT 10.1

                    AMENDED AND RESTATED EMPLOYMENT AGREEMENT

        This AMENDED AND RESTATED EMPLOYMENT AGREEMENT is entered into as of
April 10, 2008, by and between Bluefly, Inc., a Delaware corporation (the
"Company"), and Bradford Matson ("Matson").

                                    RECITALS
                                    --------

        1.   Matson currently serves as Chief Marketing Officer of the Company in
accordance with the terms and conditions of an Employment Agreement dated as of
September 19, 2005 for a term set to expire on September 30, 2008 (the "Original
Agreement").

        2.   The Company and Matson desire to amend and restate the Original
Agreement in its entirety to, among other things extend the term of Matson's
employment and amend certain provisions related to his compensation in
accordance with the terms and conditions of this Agreement.

        NOW, THEREFORE, in consideration of the mutual covenants contained in
this Agreement, and other good and valuable consideration, the receipt and
sufficiency of which are hereby acknowledged, the Company and Matson agree as
follows:

        1.   TERM
            ----

        The Company hereby agrees to employ Matson as Chief Marketing Officer of
the Company, and Matson hereby agrees to serve in such capacity, for a term
ending on March 31, 2011 (as the same may be earlier terminated pursuant to the
terms of this Agreement, the "Employment Term"), upon the terms and subject to
the conditions contained in this Agreement.

        2.   DUTIES
            ------

        During the Employment Term, Matson shall serve as Chief Marketing
Officer of the Company, and shall be responsible for the duties attendant to
such office and such other managerial duties and responsibilities with the
Company consistent with such office as may be reasonably assigned from time to
time by the Chief Executive Officer and/or President of the Company.

        The principal location of Matson's employment shall be in the New York
City vicinity (i.e., within a 20 mile radius), although Matson understands and
agrees that he will be required to travel from time to time for business
reasons. Matson shall diligently and faithfully perform his obligations under
the Agreement and shall devote his full professional and business time to the

                                        1
<PAGE>

performance of his duties as Chief Marketing Officer of the Company during the
Employment Term. Matson shall not, directly or indirectly, render business
services to any other person or entity, without the consent of the Company's
Chief Executive Officer.

        3.   BASE SALARY
            -----------

        For services rendered by Matson to the Company during the Employment
Term, the Company shall pay him a base salary of $350,000 per year, payable in
accordance with the standard payroll practices of the Company, subject to annual
increases in the sole discretion of the Chief Executive Officer and the
Company's Board of Directors, taking into account the financial and operating
performance of the Company's business and divisions and a qualitative assessment
of Matson's performance during such year.

        4.   BONUS
            -----

        During the Employment Term, Matson shall be eligible to receive a bonus
set by the Compensation Committee of the Company's Board of Directors (the
"Compensation Committee") in its sole discretion and based on such factors as
the Compensation Committee deems appropriate. In the event that, prior to
December 31, 2008, Matson opts to terminate his employment by providing the
Company with 30 days' written notice of termination and an effective termination
date occurring after December 31, 2008, he shall receive a bonus of $116,555 as
part of the first regularly scheduled payroll of 2009 in lieu of any other
bonuses that would have been paid to him for the 2008 year. In the event that
Matson does not so terminate his employment he will be eligible to receive a
bonus for the 2008 year as determined by the Compensation Committee. All
bonuses shall be paid in accordance with the Company's standard payroll
practices, net of any applicable withholding.

        5.   EXPENSE REIMBURSEMENT AND PERQUISITES
            -------------------------------------

            a.   During the Term of this Agreement, Matson shall be entitled to
reimbursement of all reasonable and actual out-of-pocket expenses incurred by
him in the performance of him services to the Company consistent with corporate
policies, if any, provided that the expenses are properly accounted for.

            b.   During each calendar year of the Employment Term, Matson shall
be entitled to reasonable vacation with full pay in accordance with they
Company's then-current vacation policies; provided, however, that Matson shall
schedule such vacations at times convenient to the Company.

            c.   Matson shall be entitled to participate in all health insurance
(National Oxford), dental insurance, long-term disability insurance and other
employee benefit plans instituted by the Company from time to time on the same
terms and conditions as other similarly

                                        2
<PAGE>

situated employees of the Company, to the extent permitted by law. In addition,
Matson shall be a covered officer under the Company's now existing and any
future Directors and Officers liability policy.

            d.   During the term of this Agreement, for the months from May 2008
through December 2008, the Company will pay for appropriate monthly temporary
housing (up to a maximum of $9,500 per month). It is essential that Matson
submit receipts directly to the Company on a monthly basis to be reimbursed. In
addition, on a monthly basis, the Company will pay Matson a "gross-up" bonus
such that the net amount retained by Matson after the payment of any federal,
state or local income taxes (collectively, "Taxes") on such bonus will be
sufficient to pay any Taxes due with respect to the Company's reimbursement of
housing expenses pursuant to this Section 5(d).

        6.   NON-COMPETITION; NON-SOLICITATION
            ---------------------------------

        a.   In consideration of the offer of employment, severance benefits and
        Options to be granted to Matson hereunder, and for other good and
        valuable consideration, the receipt and sufficiency of which are hereby
        acknowledged, during the Non-Competition Term, Matson shall not,
        without the prior written consent of the Company, anywhere in the
        world, directly or indirectly, (i) enter into the employ of or render
        any services to any Competitive Business; (ii) engage in any
        Competitive Business for his own account; (iii) become associated with
        or interested in any Competitive Business as an individual, partner,
        shareholder, creditor, director, officer, principal, agent, employee,
        trustee, consultant, advisor or in any other relationship or capacity;
        (iv) employ or retain, or have or cause any other person or entity to
        employ or retain, any person who was employed or retained by the
        Company while Matson was employed by the Company; or (v) solicit,
        interfere with, or endeavor to entice away from the Company, for the
        benefit of a Competitive Business, any of its customers or other
        persons with whom the Company has a contractual relationship. For
        purposes of this Agreement, a "Competitive Business" shall mean any
        person, corporation, partnership, firm or other entity which sells or
        has plans to sell ten (10) or more brands of luxury or high-end
        designer apparel and/or fashion accessories at prices that are
        consistently discounted to manufacturer's suggested retail prices.
        However, nothing in this Agreement shall preclude Matson from investing
        his personal assets in the securities of any corporation or other
        business entity which is engaged in a Competitive Business if such
        securities are traded on a national stock exchange or in the
        over-the-counter market and if such investment does not result in him
        beneficially owning, at any time, more than three percent (3%) of the
        publicly-traded equity securities of such Competitive Business. For
        purposes of this agreement, the "Non-Competition Term" shall mean a
        period beginning upon the commencement of the Employment Term and
        ending on the two (2) year anniversary of the end of the Employment
         Term.

                                        3
<PAGE>

        b.   Matson and the Company agree that the covenants of non-competition
        and non-solicitation contained in this paragraph 6 are reasonable
        covenants under the circumstances, and further agree that if, in the
        opinion of any court of competent jurisdiction, such covenants are not
        reasonable in any respect, such court shall have the right, power and
        authority to excise or modify such provision or provisions of these
        covenants as to the court shall appear not reasonable and to enforce
        the remainder of these covenants as so amended. Matson agrees that any
        breach of the covenants contained in this paragraph 6 would irreparably
        injure the Company. Accordingly, Matson agrees that the Company, in
        addition to pursuing any other remedies it may have in law or in
        equity, may obtain an injunction ag  


 
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