1. a luxury online fashion boutique.

2. because people were throwning millions of pounds at almost any web company then. But they heard "women" and "fashion" and "internet" and said those words didn't go together.

3. claimed to be 'the world's first truly global luxury fashion retailer'.

4. not at £37 million.

5. in London and one in New York.

6. almost 300 people.

7. Over 400 million, and this number will continue to increase.

8. Because they have no physical limit to the amount of designer they stock, they can offer a very wide range.

9. has to be trendsetting fashion.

10. E-mail information about new products to costumers regularly, according to their favourite designers.