Ernst Malmsten former co-owner of a short-lived British eCommerce fashion business. In the late 1990s he and his Swedish partners were thought to be sophisticated Internet entrepreneurs. went on to be the greatest dot-com financial 'bust' in history, with investors loosing millions. Malmsten is writing a book about the rise and fall, entitled,'Boo Hoo: A Story from Concept to Catastrophe', at home Notting Hill West London. Circa 2000.