Atlanta-based entrepreneur Loren Mount-O’Brien announced on May 21 that her startup, Mirour, has shifted its focus to address the changing needs of Gen Z shoppers in physical retail spaces. Mount-O’Brien launched the social shopping app in 2024 after a career in advertising and initially gained traction through local pitch competitions and early user interest.
The shift comes as data revealed that while people liked the original platform, it was not essential for users. “But the data told a story I wasn’t ready to admit. [the platform] wasn’t sticky. People liked it, but nobody’s life was worse without it,” Mount-O’Brien wrote in a recent Substack article.
After talking with customers and observing retail trends, Mount-O’Brien found that despite growth in ecommerce, physical stores are experiencing renewed interest—particularly among Gen Z consumers who prefer shopping in person but still want digital experiences during their visits. She said brands have struggled to meet this demand using current solutions like artificial intelligence or experiential shopping models.
Mirour now aims to bridge this gap by offering personalized digital experiences within brick-and-mortar stores without requiring additional staff. Features include quizzes for product recommendations, curated staff pick lists, and digital city guides for store visitors. The platform integrates with existing point-of-sale systems and allows retailers to set up workflows quickly.
Local businesses such as Soberish in Kirkwood and Glad and Young at Ponce City Market are already testing Mirour’s services ahead of increased visitor traffic expected during next month’s World Cup events in Atlanta. Mount-O’Brien said Mirour provides small businesses an opportunity to compete more effectively: “It is about bringing ‘the best parts of e-commerce’ into the physical store, creating digital touchpoints that can build stronger relationships with potential and current customers.” She leads the company alongside Kelley Bowen and a CTO working behind the scenes; together they bring experience from companies like Spanx, Tommy Hilfiger, TJ Maxx, and Edelman.
The team recently prepared its Real World Retail Report exploring developments within today’s retail environment.
