– it lives! buys site, trademark etc. could soon be back in business after US e-tailer,, bought the failed e-outfit for an undisclosed sum. intends to use to gain a foothold in the European marketplace.

A notice on reads: " is very proud to announce our acquisition of

"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.'s CE, Ben Narasin, told Reuters that the company had bought what was left of 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

Snag is, will it work? Can 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. ®

Sponsored: Minds Mastering Machines - Call for papers now open

Biting the hand that feeds IT © 1998–2018