Boo.com was an early online fashion retailer founded in 1998 by two Swedish entrepreneurs, Ernst Malmsten and Kajsa Leander, along with the British entrepreneur Karl-Johan Persson. The company aimed to revolutionize the shopping experience by offering a wide range of fashionable items through an innovative, interactive website that featured 3D graphics and a virtual shopping experience. Despite its ambitious vision and significant investment (reportedly around $135 million), Boo.
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