back from the dead

By on back from the dead

Failed fashion site now offering Boo's cruise.

One the highest-profile dotcom disasters has been resurrected, it was revealed today.

Doomed fashion retailer has been relaunched as a travel site by Ray Nolan, chief executive and founder, Niamh Ni Mhir, chief marketing officer, and Feargal Mooney, chief operating officer and company secretary.

Commenting on the former, Nolan said: "In a way we are exorcising the ghost of Boo's past while respecting the spirit of its bold mission to create a site that caters to the user, which is loaded with interactivity, results and emotion."

The new venture combines search engine capabilities, pricing, reviews and social networking.

"Travel is about great experiences, and that should start with the planning and selection process. We have collected all the key components required to make the right choice and put them together in one site," said Nolan. offers the ability to access and share reviews, create a community of friends and research recommendations based on hundreds of thousands of opinions, according to the company.

This "collective wisdom" grants users unparalleled access to information to help them avoid travel nightmares, and enable them to customise their travel plans to best reflect their individual preferences, Nolan said.

Users can feel confident in the reliability of Boo's reviews by identifying members they trust and getting their opinions on specific hotels, bars, restaurants and local attractions.

By creating their own "Boo crew" to highlight friends' reviews and push aside the wisdom of the crowd, users are presented with a selection of reviews that represent their own tastes.
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