Private investment firm Comvest Partners acquires the financially troubled e-retailer, which filed for Chapter 11 bankruptcy protection in March.
Novelty and gift retailer Firebox.com builds an online following with a quirky sense of humor.
For Firebox, a U.K.-based retailer of quirky novelties and gifts, humor is king. Top 10 lists are big, too, as consumers can navigate the site full of silly products like the Bytox Hangover Prevention Patch or ink-loaded rubber stamps emblazoned with Like/Dislike icons. Top 10 list categories include Iconic Gifts, Gadgets Bond Would be Proud of, and Top 10 Appcessories. The site exudes a sense of humor with things like The WTF? Category on the top navigation bar, through which the retailer displays a “totally over the top range of mind-blowingly aspirational products aimed at fun-lovers with buttock-dentingly fat wallets.” According to the merchant, Firebox.com attracted nearly 16 million visits in 2011 and served 86 million page impressions.
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