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As someone who worked at Boo.com - escaping in Feb 2000 as its death become obvious to anyone, I don't think boohoo.com capitalises on boo.com - most people have never heard of boo.com..

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Were I local to you (Northern Ireland, so I'm almost certainly not), I'd love to buy you a coffee and pick your brains about what that was like.

I have to say though, boohoo.com quite clearly capitalises on boo's branding and history.

In fact, if I'm not mistaken it originally mimicked the typeface and name of Ernst Malmsten's book about the boo.com story, which is kind of ironic given the circumstances.

Book:

http://t1.gstatic.com/images?q=tbn:ANd9GcTPf1rQbytroVo7SYUhV...

Boohoo logo (now):

http://www.boohoo.com/content/ebiz/boohoo/resources/images/l...

(To be fair, Boohoo have altered their branding over time but the similarities are still recognisable I think?).

I mean, yes it may have a lot of references to Boo.com but as I've never heard of Boo.com I think that your parent comment probably has some validity.

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