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Boo.com finds a buyer

US fashion portal snaps up Boo brand

Fashionmall.com, a 6-year-old fashion portal based in New York, intends to keep the Boo brand alive and kicking, right down to its perky Miss Boo mascot.

Fashionmall plans to make the announcement today.

The sale has been confirmed by KPMG Corporate Recovery, the London-based liquidators handling the sale. Visitors to the defunct sporting-goods retailing site can see Miss Boo, decked out in a green sleeveless top.

A message reads: "Fashionmall.com is very proud to announce our acquisition of Boo.com. We will be working diligently over the next few weeks to position Boo as the ultimate global fashion portal - to deliver all the great things you loved about Boo."

Fashionmall CEO Ben Narasin said the company has acquired all domain names, Web design elements, trademarks and editorial concepts associated with Boo, including Miss Boo and the print magazine, Boom, which folded after its inaugural edition.

The Boo saga has attracted international attention since its highly publicised origin a year ago. The global attention it received was unprecedented and went a long way towards building up the Boo name with consumers.

But the attention was not enough to overcome a pattern of go-for-broke spending, particularly in an aggressive prelaunch advertising push. The company was forced to close in mid-May, six months after launch.


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