Think of much more than a mechanical or iterative process aimed at purchasing merchandise. Think of a largely social phenomenon aimed at interacting with friends, family and even brands. Their intent is to recreate this experience, working with some exciting and talented new and semi-established African fashion designers.
From a fashion designers perspective, they are providing services for them as opposed to wholesale and retail that big fashion houses can afford themselves. In a sense they plan to be an extension of the designers brand as opposed to just a middleman.
From a consumer’s perspective, they strongly believe that online retail should be much more than a mechanical/iterative process aimed at the procurement of merchandise. They believe that retail (shopping) is a largely social phenomenon and are on a quest to transform the thinking of online retail into an (online shopping mall).