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Type of site
Online Retailer
Available in English
Headquarters London, England
Owners Michael Smith and Tom Boardman
Created by Michael Smith and Tom Boardman
Revenue £14.4m in 2010[1]
Slogan(s) "Not For Everyone"
Alexa rank Negative increase 22,272 (September 2015)[2]
Commercial Yes
Registration Optional
Launched June 1998
Current status Online is an online retailer based in London, England, that was created in 1998 as, an internet retailer founded by university friends Michael Acton Smith and Tom Boardman.[3] Their inventory covers many different products from baby toys to high-tech gadgets.


Two friends in college, Michael Acton Smith and Tom Boardman decided that they had a good idea for a new drinking game – the Shot Glass Chess Set. The idea prompted them to create a completely online company where people could purchase this and other obscure but “cool” products. The idea was to create a site where the public could meet with original and interesting products. They began in Cardiff, Wales as, then in 1999 moved to London and relaunched as[4]

Most of the products sold on are skewed towards people who are into obscure or abstract items that are unique and hard to come by otherwise.[5] The site states:"We're very selective though - so only the most original, most exciting products get picked."[6]

External links[edit]