The Resurrection of MotherNature.com

Naturalist.com breathes life into online etailer, which now favors niche brands and organic products.

Reports of my death have been greatly exaggerated, Mark Twain famously quipped. The same could be said of MotherNature.com, the nutrition e-tailer that soared to prominence in the late ’90s, only to close its virtual doors during the dotcom crash soon after. A $61-million infusion of venture capital had enabled the startup company to spend huge sums on marketing (including multimillion dollar TV, radio and print ad campaigns), an effort

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