In a world of ever-emerging online fashion brands, discovering new global brands can feel overwhelming. Millions of fashion brands found their home on the Internet, but how do you keep track of all the brands you love?
New York & Miami based fashion tech company, The Mall is an instant solution, becoming the digital equivalent of a place where consumers have always gone to browse, discover, socialize and shop: the mall.
Founded by Eliana Konsker and Sreya Halder, The Mall is the world’s first online shopping mall, a personalized shopping platform where users add their favorite brands and get instant alerts for sales, restocks, and new drops.
Along with shopping and brand alerts, users can follow their friends, discover new brands, save products into shoppable collections, and view their shopping carts across their favorite retailers on one platform.
The concept is simple: instead of shopping brand by brand, The Mall allows you to shop according to your own curated taste.
The Mall Founders Eliana Konsker and Sreya Halder. Image courtesy of The Mall.
Their scale has already proven significant. Today, The Mall tracks 16,000+ brands and millions of products every day, with 20,000+ users and a 70% opt-in rate for notifications.
These numbers point to an important value within their business model, becoming not only a place meant for transactions, but rather a place for consumers to return to before they know exactly what they want to buy. This distinction matters, as discovery is becoming just as important as conversion.
Personalize Your Mall
In the past, fashion consumers have always found new brands through Instagram or various social media algorithms, by bookmarking brand websites, or saving products on a marketplace, yet still miss the exact drop they were waiting for.
The mall is revolutionizing the shopping process by allowing users to select the brands they want to keep up with rather than relying on an algorithm or a promotional email.
Image courtesy of The Mall.
For brands this creates a new advantage, where audiences are actively identifying themselves as interested in company updates of restocks, new drops, or sales.
“The infrastructure of e-commerce was built brand by brand,” says founder Eliana Konsker. “But people don’t experience fashion one brand at a time. Their taste spans hundreds of brands, people, products, and price points. We think the next layer of commerce has to reflect that.”
The Mall Creator Program: Shoppers as Creators
The Mall’s next phase pushes the idea of consumer participation even further. Coming September 1st is The Mall’s Creator Program launch.
All users who create an account and begin curating and sharing the products and brands that they love will earn 10% commission on all purchases made through participating Mall Club brands.
The Mall platform allows creators and consumers to share the value their taste already creates. Ultimately, online fashion becomes reorganized around the consumer’s perspective rather than a storefront’s.
This business move challenges the definition of creators, creating space for not just influencers but real shoppers. Influence isn’t always defined by a follower count, it could be found in a friend sending you a shopping link, a coworker recommending a new pair of shoes, or an individual curating clothing collections they believe others will love.
“As a creator, there are SO many brands I love and want to share with my audience, but I never found an easy way to curate my finds and actually earn anything off of it. I love my brands and want to support them, so being able to easily share everything I love seemed like the perfect next step,” states co-founder Sreya Halder.
Personal taste now becomes something a fashion consumer can curate, share, and potentially monetize.
Girl Math
The Mall is further introducing “Mall Credit”, where shoppers can earn 5% cashback in Mall Credit on purchases.
The company’s Mall Credit has a playful spin, just think of it as the “girl math” of digital commerce.
This creates a strong retention strategy, where spending generates credit that can be used toward another purchase. One transaction will create incentive for the next and the consumer becomes rewarded for shopping within the platform.
In business terms, the Mall Credit is acting as a closed-loop shopping experience.
The Mall Club
The Mall Club serves as the company’s brand partnership program. Most brands on The Mall are set up by default where shoppers receive notifications on sales, restocks, and new drops. However, The Mall Club deepens relationships with brands through direct integration in The Mall app, unlocking 5% cashback in Mall Credit and providing creator commissions through the platform.
Partnering brands are also given a glance into real-time insights on how their products are performing, who is following them, which products are being saved by users, and where the demand is building.
Current Mall Club brands include Von Dutch, EB Denim, NLA Collection, and findmenow, with more joining every month.
If you’re a brand that would like to join, directly email kaitlyn@themallapp.co.
NYC Launch Party
Most recently the brand celebrated the launch of The Mall at Cafe Studio in New York City. On August 21st, the intimate cocktail party brought together creators, brand partners and The Mall community.
The Mall NYC Launch Party. Images courtesy of The Mall.
The Mall is bringing their Substack community into the behind the scenes of creating their startup, including the decisions, milestones, the people behind the brand, and sharing upcoming events.
Subscribe to The Mall on Substack to never miss an update and stay tuned for offline experiences.
The Mall In Review
Founders: Eliana Konsker and Sreya Halder
Based in: New York City & Miami
Brands Tracked: 16,000+
Products Tracked Daily: Millions
Users: 20,000+
Creator Program: Launches September 1st, 2026
Creator Commission: 10% on qualifying purchases through participating Mall Club brands
Mall Credit: 5% cash back on purchases from participating Mall Club brands
Mall Club Brands: Von Dutch, EB Denim, NLA Collection, findmenow & more joining.
Platform: Available now on the App Store.
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