The digital outlet mall (The DOM) has officially launched.
Founded and backed by retail heavyweights including Topshop/Topman Australia’s Justin Seskin (pictured), Thrills’ Howard Blend, retail consultant Paul Downs, JD Sports’ Hilton Seskin and strategic investor Andrew ‘Billy’ Baxter, the site aims to elevate the off-price apparel market and transform the experience for both brands and customers.
As reported by Ragtrader, the site offers customers four distinct shopping precincts - Designer, Fashion, Streetwear and Activewear - with plans to launch into luxury, home, kids, outdoor and more.
Launched with more than 150 brands on site, The DOM offers customers brands including Manning Cartell, Lee Mathews, Alice McCall, Superga, Seafolly, Matin Studio, Abrand, The Upside, Thrills, Stussy, Neuw and First Base.
The site is the first Australian owned dedicated digital outlet mall which has been built in partnership with brands to deliver their product direct to the consumer.
The DOM co-founder and CEO Justin Seskin said the site allows brands to strengthen their connection to their customers.
"The DOM is the modern voice of outlet shopping.
"Up until now, 'outlet' has been a dirty word; inconvenient and uninspiring.
"We believe in creating a positive experience for brands to build their relationship with the customer.
"The DOM is redefining outlet through our elevated online shopping platform and our unique precinct-led approach," he said.
The launch of The DOM comes after a survey of 1000 Gen Z and Millennial Aussies found that 80% of respondents said price was a key factor in a purchase, while three quarters have waited for an item to go on sale before purchasing.
Additionally, the survey found that many respondents had had a negative experience shopping in an outlet, commonly describing their experiences as "cluttered", "chaotic", "messy" and "stressful".
Lee Mathews senior eCommerce and digital marketing manager Brogan Ruytenberg added that the site allows brands to put their focus back on full-price sales.
"The DOM has met the growing needs of both the brand and consumer in the one place: a platform for off-price product that doesn’t feel like you’re shopping outlet, which allows the brand to shift their focus back to their full price offering," she said.
The DOM is further supported by strategic investors and advisors including Michael Gazal, Chris Colfer, David Hancock, Kate Joseph, Rachel Kelly and senior leadership team Phill Read, Chrissie Pan and Lou Ashton.