Mallzee Personalized Shopping App Launches in U.S.

The shopping app allows users to create custom style feeds in order to find items perfect for their wardrobe.

Mallzee, a European personalized shopping app, has launched in the U.S., giving users another Tinder-style shopping experience, offering products for men and women from over 100 stores and designers. In the app, users browse items in curated catalogs, or can create their own style feeds to find items they’ll love.

The app’s existing catalogs are based on particular themes or articles of clothing, like work clothing or heels, as examples. Within each list, users view one item at a time, swiping right to save or left to dismiss each item. Results can be filtered based on factors including price or color, as well as by specific article of clothing.

For faster browsing, users can turn off this view, and instead shop for products in a visual grid, rather than one at a time. Here, the like and dislike buttons go away, unless users tap on and rate each item individually. In either view, tapping an item reveals more information about the product, while a buy button redirects users to the appropriate store to make a purchase.

When users like products, they’re saved to a separate feed, and shoppers are alerted when these items drop in price.


Outside of the app’s default “Shop” feed, a separate “Trending” area highlights fashion trends, specific store collections and more. For the app’s U.S. release, Mallzee has collaborated with fashion influencers, including model, stylist,  fashion consultant and “street style star,” Natalie Cantell, and Donna Lisa, head stylist at Forever 21.

In addition, the U.S. launch adds new stores to the app, including H&M, Zara, Urban Outfitters and Pac Sun.

In a statement, Cally Russell, founder and CEO of Mallzee, commented:

The U.S. is one of the most fashionable countries in the world, so we knew we had to make something extra special for shoppers here. That’s why we’ve spent the last three months adding a range of fantastic retailers and making it even easier to buy straight through the app! Our approach to shopping means finding the perfect outfit is now super quick, super fun and super personal. We know Mallzee is going to change how Americans shop and save money!

Mallzee first launched in Europe in late 2013, and has reportedly grown to a worldwide user base in the “six-figures,” with users swiping millions of items each week. In February 2015, Mallzee and Samsung announced a partnership which sees Mallzee being promoted in the Samsung App Store, My Galaxy and other channels throughout 2015.

Mallzee is available to download for free on the iTunes App Store and Google Play.