Orchard Mile, a luxury digital mall, is hoping that the use of technology can overhaul the eCommerce experience for countless consumers, particularly more high-end ones.
According to a report by Forbes in which the company was profiled, Jennie Baik, CEO of Orchard Mile, said her inspiration for creating the company came from working behind the scenes for a luxury brand and realizing that all brands want to increase their footprint online and go more direct-to-consumer. “I also noticed that, across the industry, one the biggest shared pain points for brands who were on third-party shopping sites was that they could not control the brand experience or gather data about customer shopping habits to create better online and offline experiences,” Baik said in the report.
Orchard Mile offers more than 150 contemporary and designer brands and also has a partnership in place with Saks Fifth Avenue. By having all the brands under one virtual roof, customers don’t to have to jump from one website to the next website. What’s more, there is only one checkout using a shared shopping cart. Baik and her cofounders, Georgie Benardete and Julia LeClair, found that online shopping had become a dreaded task and that the curated websites didn’t feel personal or offer enough choices.
“For one year before launching Orchard Mile, we interviewed hundreds of women to gather information about what they truly wanted in an online shopping experience,” Baik said. “Over and over, we found that women love the convenience of shopping online but usually have to have 20 tabs open to view and compare the full offerings from their favorite brands. That’s how we came to realize that filtering of full collections are key to the Orchard Mile shopping experience. Historically, the only place to find the full collections was on a brand’s owned site, but we’ve made things seamless for the consumer by creating one place to filter and shop the world’s most innovative and beautiful designers’ lines — it’s as if you were shopping 120 tabs at once but all seamlessly.”