Flash-sale sites Gilt and Rue La La may merge, now that the latter company is up for sale, according to a report in Reuters.
The company has hired J.P. Morgan Chase to explore a possible sale, which would value the company at $400 million, the news agency said.
Rue La La could not be reached for comment at press time, and a Gilt rep did not respond to a request for comment.
Rue La La was purchased by GSI Commerce for $350 million in 2009. GSI was, in turn, purchased in 2011 by eBay. EBay then shed most of its Rue La La holding, save for 30 percent, to a newly formed holding company.
While both sites are still considered forces in their markets, they have both experienced their shares of ups and downs as the appeal of flash sites has waned, and both experienced big layoffs in 2012.
The cofounder of Gilt, Alexandra Wilkis Wilson, keynoted this year’s Women’s Jewelry Association conference.