site Boo.com. But Ben Narasin, CEO of Fashionmall, said that unlike Toysmart, which is selling its assets piecemeal, he bought Boo's assets to keep the company going.
"We didn't buy Boo just to have a list of [customer] names. We bought Boo because we wanted to own what is the pre-eminent, world's most elite fashion-online brand," says Narasin. "We bought the heart and soul. We left the debris behind, like the middleware, the burn rate and the inventory."
Fashionmall will abide by Boo's privacy policy for existing Boo customers but will follow its own policy for new Boo customers. Fashionmall's privacy statement promises not to share customer data with third parties without their consent, allows customers to remove information from the company's database and lets customers opt out from receiving communications from the company or its partners. Narasin said he isn't familiar with Boo's privacy policy but assumes it is at least as consumer-friendly as his company's because privacy laws in Europe are stronger than they are in the U.S.
