Alloy Online topped analysts' estimates in its first quarter Thursday, posting a loss of $5.5 million, or 36 cents a share, on sales of $7.7 million.
First Call Corp. consensus expected the Web site catering to Generation Y users to lose 39 cents a share in the quarter.
Alloy Online (Nasdaq: ALOY) shares closed off 5/16 to 10 13/16 ahead of the earnings report.
The $7.7 million in sales marks a 200 percent jump from the year-ago quarter when it lost $2.3 million, or 27 cents a share, on sales of $2.5 million.
In the quarter, Alloy Online said it attracted 3.6 million users, of which about 590,000 were established buyers. Its registered user base jumped to 2.1 million from 600,000 in the year-ago period.
"Our first quarter revenues continued to outpace analysts' expectations and demonstrate substantial quarter over quarter growth," said CEO Matthew Diamond in a prepared release.
Last quarter, Alloy Online beat the Street estimate, losing $4 million, or 28 cents a share, on sales of $15.7 million.
Its shares moved up to a 52-week high of 22 1/8 in November before falling to a low of 7 7/8 in April.
All nine analysts following the stock rate it either a "buy" or "strong buy."