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Carl Prindle gives a dotcom disaster one more chance--and this time, he's in charge.

This story appears in the September 2002 issue of Entrepreneur. Subscribe » eToys. One by one, the giant online retailstores fell and sold their assets, until seemed to bethe last man standing. was one of the fallen. A forceonce estimated to be worth $255 million with a coveted Web addressand 248 employees, it was the Internet's most traffickedhome-décor site. But before the end, was layingoff workers, having problems paying vendors and receiving BetterBusiness Bureau complaints. Joining the company in 1998, the sameyear it was founded, Carl Prindle, 34, was a senior vice presidentwhen fell. Now, as CEO, he's bringing the companyback with some of the old management team and some new faces.

Why would you want to go through this again?

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