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Fashionmall.com buys site, trademark etc.

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Boo.com could soon be back in business after US e-tailer, fashionmall.com, bought the failed e-outfit for an undisclosed sum.

Fashionmall.com intends to use boo.com to gain a foothold in the European marketplace.

A notice on boo.com 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."

Visitors are then catwalked to Fashionmall's site.

Fashionmall.com's CE, Ben Narasin, told Reuters that the company had bought what was left of Boo.com lock, stock and barrel. That included the site, the boo brand, trademark - in fact, just about everything that was left after Bright Station coughed up 250,000 earlier this week for the technology assets of boo.com.

Snag is, will it work? Can boo.com be refashioned to excite a new following?

Who knows... but if flares, kipper ties and tank tops can make a comeback then I guess anything's possible. ®

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