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Boo.com

The period of the bubble was full of instances like that of Garden.com. But some were even more peculiar.

One of the most bizarre choices investors made never made it to the public market, but not for lack of trying. Ernst Malmsten and Kajsa Leander, Swedes in their 20s, had already launched and sold an online bookstore when they went to London and set about raising money for a company to be called Boo.com. They had ambitious plans for Boo.com: Its Web site would feature sophisticated 3D graphics allowing users to spin mannequins and zoom in on merchandise. The animated Miss Boo would pop up to entertain and offer style advice. The site would present a choice of seven languages and 18 currencies, and offer five-day shipping anywhere in Europe or North America. Goods were to be sold at full price, but shipping would be free. Boo.com would be a virtual retailer: Suppliers would hold inventory, then pack and ship customers' orders. Boo itself would avoid these complicated operational requirements.


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