A NOTE FROM ME
I used to work at a fintech startup a few years ago, and it completely sparked my interest in tech. I still read TechCrunch from time to time and love discovering newly launched apps on social media. I think it's so cool that someone can have an idea and, a few taps later, make our everyday lives a little easier. The Mall is one of those apps I wanted to share with you today.
Anything else worth adding to the home screen?
As always, lovely to have you here
— Tea
THE ONE TO WATCH
THE MALL
It feels like online shopping hasn't really changed in years. We have Zalando, Mytheresa, then every brand has its own website, newsletter, and Instagram account. Somehow it still feels like you're constantly jumping between apps and tabs. That's what caught my attention about The Mall. It puts all the brands you love in one place, so I don't end up missing a sale because I forgot to check my emails or didn't see an Instagram post. But what really made me stay was the discovery side of it. Alongside brands I already knew, I kept finding smaller labels I'd probably never have come across otherwise—from Dairy Boy to Almada Label.
Via Instagram @themall.app
BRINGING THE INTERNET'S
BRANDS UNDER ONE ROOF
ABOUT
Founded in 2025 by Sreya Halder and Ellie Konsker — The Mall is a shopping app that reimagines how people discover and follow brands online.
Built around brands, not products. Instead of searching for individual items, users build their own feed by following the brands they love. New drops, sales, and restocks all live in one place.
Why their POV matters: Most shopping platforms optimize for transactions. The Mall optimizes for relationships. It treats brands more like creators worth following than stores to occasionally visit. Shopping becomes something you follow—not just something you do. Discovery is the product.
Via App
I’M NOT SHOPPING I’M EDUCATING MYSELF
I originally downloaded The Mall because I thought, great, one place to keep track of my favorite brands. Twenty minutes later, I was three brands deep into German labels I'd never heard of before. Suddenly I wasn't really shopping anymore. I was clicking through similar brands, reading brand stories, comparing aesthetics, and somehow learning about material compositions on a Tuesday evening.
WHAT THE MALL GOT RIGHT AT LAUNCH:
01 — Everything under one roof
Not only can you shop through the app, but you'll know immediately when brands you follow release a new collection, restock a bestseller or start a sale. Even your shopping cart stays with you across brands. Convenient? Definitely. Slightly dangerous? Also yes.
02 — No more Adidas or Zara
The best part of The Mall isn't finding the brands you already know—it's discovering the ones you don't. You can search by country, but also by categories that actually feel curated: Vintage & Resale, Swim & Resort, Formal & Tailoring. Suddenly you're down a rabbit hole of brands from Denmark or Japan you'd never have found otherwise. The best discoveries are usually the ones you weren't looking for.
03 — Every brand gets a proper introduction
Every brand comes with a little story. A short introduction, campaign imagery, material evaluation, sourcing, price range and similar brands make it feel like more than a product page. Before you've even clicked "add to cart," you already know the brand's vibe.
Via App
I think The Mall is part of a bigger shift. Shopping is becoming more international, giving smaller brands a more level playing field than ever before. As more discovery and shopping happen inside platforms like The Mall, Instagram and TikTok Shop, brands may start spending less time creating for the algorithm and more time investing in storytelling.
TO FOLLOW
If you're also in your New England summer era, Meredith Hayden is the one. I came for the private chef behind-the-scenes, but stayed for the Bernese Mountain Dogs and Martha Stewart-meets-Nancy Meyers energy.
Via Instagram @wishbonekitchen
Find Meredith:
@wishbonekitchen
Shop Her Cookbook
SAVED
What's made it to my screenshots this week..
(*not mine, sorry don’t know the users)
Via TikTok
01
A Bottega Carry-On Bag
(First purchase when I make it..)
02
The Drink Fridge
(Small detail, big difference.)
03
A Mallorca Pool
(For future me.)
04
Kitchen-to-Garden Doors
(I guess the dogs are also a hint..)
*Visual rights belong to the respective brands. Images are clickable to their original sources.
NEXT WEEK
Next week — o.piccola. Maybe the new Rhode of make-up?
Which companies inspire you? Leave a comment on Instagram below — I’d love to hear.