boo.com, the fashionmall.com subsidiary, will be back in action on Monday, 30 October 2000.

"The premise of the new boo.com is an unbelievably exciting one," says Kate Buggeln, president. "In recent months, we've had on and offline conversations with past and future boo.com visitors. It is clear that the boo.com community thrives on the exchange of dialogue about individual style and opinion. On the new boo.com this will allow for the evolution of trends and ideas in the world of fashion and lifestyle."

boo.com items will be featured on the site in the following
classifications: walk, wear, adorn, care, give, and play. Chosen by boo.com's global style director with suggestions from boo's network of style-scouts, the assortment will contain approximately 250 items. The boo.com community can purchase these items through links to e-commerce sites that sell these products. Each week, the product selection will evolve, with new boo.com items appearing. In addition, hyper-links to an elite selection of boutiques will add an additional 50 to 60 items for shoppers to choose from.

The new boo intends to generate revenues through advertising, product sales and licensing and eventual data aggregation (B-to-B). Advertising opportunities include sponsorship of specific pages, product launches and community sections (Miss boo's diary) reaching boo.com's highly desirable demographic groups. Capitalising on the desirable boo.com name, private label merchandise will be developed through partnerships with designers, manufacturers and specialty retailers, addressing the trends originating on boo.com and user preference. The boo.com name will also be licensed for the purpose of producing fashion merchandise to be sold directly to the user community and offline in specialty shops.

About fashionmall.com
boo.com is a division of fashionmall.com, Inc (Nasdaq: FASH), having been acquired in June 2000, upon the original boo.com's liquidation.
fashionmall.com, Inc operates vertical portals focused on fashion,
accessories, footwear, beauty and related lifestyle products, and generates revenue through advertising, sponsorship, and slotting fees. Established in 1994, the firm's properties include http://boo.com , www.fashionmall.com, www.outletmall.com and www.styleexperts.com.