In May of this year, the British fashion site Boo.com closed its doors and plans to re-enter the market sometime in Late September of this year. They have recently been acquired by fashionmall.com.

 

The strategy in place for the return will make it more of an apparel portal then just another online store. Their plan is to provide online shoppers to the manufacturers with links to online stores. Currently this is how fashionmall.com is operating their website.

 

The Boo’s brand name is associated with the online fashion world and they had put a good deal of money into building their company’s reputation that is what attracted Fashionmall.com decision to purchase the company.

 

Fashionmall.com is attempting to bring back one of e-commerce’s largest fatalities. Boo.com had misspent 135 million in less then a year.

 

Before Boo.com had even launched it’s website it had begun a marketing campaign that pushed the company’s name to the world’s market. The site had more press then any other business in recent history. Boo branded the company for the elite and the fashion industry took notice.

 

Sadly, six months after they launched their company they went through all of their cash and approximately the same time investors were tired and had thoughts of pulling the plug on the company rather then come to its rescue.

 

Companies such as Abercrombie & Fitch and Guess had similar problems and were able to rebuild their brands while making them more appealing to the younger market base shoppers.

 

Fashionmall.com has the ability to leverage the Boo name and make its site attractive to those same customers. They are going to be offering merchants similar merchandise that the previous Boo customers sought after.