boo.com Is Still Hiding

I’d read back in the Autumn last year that the now infamous boo.com was going to make a comeback this year. Well, as you can see from the link, there isn’t a great deal going on at boo right now.

As a domain name boo.com is a well known brand (the site is page rank 5) but it’s well known for all the wrong reasons. Boo was a fashion site on a mission. Not so much a mission to get visitors, sell stuff and attempt to turn in a profit but moreso a mission to spend huge amounts of it’s investors cash as quickly as possible.

Now, obviously it wasn’t intentional (that’d be fraud I guess) but Boo had a cash burn rate that was just way off the clock. Swedes, Ernst Malmsten and Kajsa Leander and their team managed to spend somewhere in the region of £80m before the purse strings were pulled very tight (though rather belatedly it would seem).

If boo.com is to reappear I wonder how consumers would react? Sure, boo would get stacks of free publicity and therefore lots of traffic. But would consumers be inclined to buy from this now tarnished brand? Or is the fashion industry that fickle that it doesn’t matter a jot?

Think I’ll create a Google alert to keep tabs on boo.