Online apparel retailer Bluefly Inc has announced the resignation of executive vice-president and corporate secretary Jonathan Morris.

The 36-year-old, who co-founded Bluefly in 1998, will be retained by the company as a consultant.

Bluefly CEO Ken Seiff said Morris had been an "instrumental part" of the company since its inception.

"On behalf of all his colleagues here and the investors in Bluefly, I want to thank him for the many significant contributions he has made and for the fun he has brought to our company," Seiff said.

"His decision to leave at this time was for personal reasons, and I am looking forward to having him as a consultant to the company following a brief absence."