Allen and Trueman also ran The Freak Emporium, which had grown out of "Freakbeat" fanzine as a source of hard to find new psychedelic music. Starting out as a photocopied insert in the fanzine it went on to become one of the earliest UK music mail order operations on the internet. The success of The Freak Emporium funded the development of Delerium Records, particularly the early tours and recordings of Porcupine Tree, and by the late 1990s The Freak Emporium website and printed mail order catalogue were not just a platform for Delerium Records direct mail order, but were primarily an outlet for 30,000 specialist and hard to find items. The website featured a search engine covering over 120 genres of music as specialist as "Apocalyptic", "Experimental/Outsider Music" and "Sludge", along with many others that broke down pop and rock music from all over the world into genres named by decade and geographical location, as well as style. The Freak Emporium was reviewed and featured on BBC Radio 6 (The Freakzone), and in magazines and newspapers including "The Guardian", "Bizarre" and "Record Collector".