Boo returns as ‘fashion icon’

Boo.com will rise from the ashes later this month as a community site for fashion-minded consumers.

But it will only sell a limited range of clothing, through links to other fashion e-commerce sites.

Boo became one of the first high profile dot-coms to go bust in May, amid claims that its executives spent $1m a week on rent, travel and gifts for staff. About &£15m was spent on an ad campaign through BMP DDB.

Technology investor Bright Station snapped up Boo’s e-commerce engine for &£250,000 and shopping portal Fashionmall bought its trademarks, domain names and other assets for $400,000 (&£276,500) in July.

The relaunched website, aimed at 18-30 year-olds, will feature style surveys and polls, chat rooms and message boards, which Boo hopes will “create and drive style trends”.

Boo president Kate Buggeln says: “The Boo.com community thrives on an exchange of dialogue about individual style and opinion. This will allow for the evolution of fashion and lifestyle trends and ideas.”

Site icon “Miss Boo” will return as a virtual shopping assistant. Boo.com will feature 250 items in six categories: walk, wear, adorn, care, give and play.

Boo-branded fashion merchandise is also being developed and will be sold in high-street stores.

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