Launching in mid-2021, theDOM.com (an acronym for ‘DIGITAL OFF-PRICE MALL’) delivers a new, convenient online mall for consumers looking to shop their favourite brands in a single destination.
Founded by a credible team of brand owners and motivated by the lack of integrity with off-price channels, theDOM.com will launch with a strategic list of approximately 100 International and Australian brands.
The carefully curated collection of brands are aspirational to the Gen Z and Millennial fashion consumer, but will also extend over time to include other relevant lifestyle categories, including health & beauty, home, technology and experiential retail.
This unique next generation business model will positively disrupt an off-price market which will be highly relevant to the branded fashion and lifestyle sector.
“There is a huge opportunity for consolidation of this space through the development of a considered, curated and tech driven Digital Off-Price Mall” said co-founder and CEO, Justin Seskin (pictured).
“The DOM will offer a premium online shopping experience with global brands at unexpected prices. A one stop destination for Gen Z and Millennial minded consumers. Brands will be curated within easy to navigate precincts, at pricing consumers wouldn’t expect. Launch Precincts will include Designer, Fashion, Street/Surf/Skate & Activewear.”
“Taking inspiration from the traditional “mall”, our unique precinct approach allows for a richer path to purchase, relevant brand adjacencies and an ability to grow categories and SKU’s organically without diluting the existing offer.”
Key DOM features for brands include:
- The DOM platform will facilitate a brand direct relationship with the consumer, with product supply only coming direct from brands.
- Brands will control pricing, packaging, inventory, product assortment and fulfilment to the end customer
- Enabled through market-leading technology, The DOM is low maintenance and light touch for brands, with easy integration allowing most brands to be live within hours
- The DOM software identifies price changes on connected brand websites in order to publish promotional and event driven sale products, the platform will not sell full-price merchandise.
- The DOM will amplify tactical promotion and markdown activity to a new audience.
- The DOM will charge a low commission on any products sold through the site.
co-founder and investor, Howard Blend said, “as many brands move to make their business predominantly direct, this is a more desirable way to retail because we offer brand control, enhancing brand integrity, much like owned channels”.
The DOM has ambitious and exciting plans to bring its brand to life, engaging with the target audience to provide them with a new destination to shop.
The DOM will make a significant and sustained investment in building a fanbase of Gen Z and Millennial minded consumers, connecting them to relevant brands. The DOM team is uniquely positioned to capitalise on the opportunity through unparalleled industry experience and network, deeply connected in the global retail space.
“The DOM will be a next generation retail channel. We fulfil an unmet need by providing a plug & play channel where brands can directly manage their off-price with integrity,” said Seskin.
