<s>
Founded	O
in	O
2012	O
,	O
Mallzee	B-Application
(	O
)	O
is	O
a	O
fashion	O
mobile	B-Application
commerce	I-Application
company	O
and	O
shopping	B-Application
application	I-Application
.	O
</s>
<s>
Its	O
application	O
allows	O
online	O
shoppers	O
with	O
a	O
smartphone	B-Application
to	O
access	O
millions	O
of	O
products	O
from	O
over	O
100	O
fashion	O
brands	O
around	O
the	O
world	O
.	O
</s>
<s>
The	O
mobile	B-Application
app	I-Application
was	O
launched	O
in	O
September	O
2013	O
and	O
uses	O
a	O
'	O
like	O
 '	O
or	O
'	O
dislike	O
 '	O
swiping	O
interface	O
and	O
has	O
since	O
been	O
labelled	O
as	O
the	O
'	O
Tinder	B-Application
of	O
fashion	O
 '	O
,	O
in	O
reference	O
to	O
the	O
Tinder	B-Application
app	I-Application
.	O
</s>
<s>
Mallzee	B-Application
was	O
founded	O
in	O
December	O
2012	O
by	O
Cally	O
Russell	O
and	O
is	O
based	O
in	O
Edinburgh	O
.	O
</s>
<s>
During	O
an	O
interview	O
,	O
Russell	O
said	O
that	O
the	O
inspiration	O
behind	O
Mallzee	B-Application
was	O
wanting	O
to	O
create	O
something	O
that	O
really	O
helped	O
people	O
find	O
clothes	O
online	O
.	O
</s>
<s>
The	O
original	O
launch	O
of	O
Mallzee	B-Application
took	O
place	O
during	O
London	O
Fashion	O
Week	O
in	O
September	O
2013	O
.	O
</s>
<s>
Mallzee	B-Application
launched	O
the	O
beta	O
version	O
of	O
their	O
app	O
for	O
iPhone	O
and	O
Android	B-Application
at	O
London	O
Fashion	O
Week	O
.	O
</s>
<s>
They	O
used	O
a	O
promotion	O
video	O
titled	O
'	O
Mallzee	B-Application
found	O
me	O
the	O
perfect	O
dress	O
 '	O
featuring	O
fictional	O
character	O
Rosie	O
.	O
</s>
<s>
Mallzee	B-Application
has	O
grown	O
to	O
a	O
team	O
of	O
twenty-three	O
employees	O
,	O
including	O
Callum	O
Stuart	O
as	O
chief	O
operating	O
officer(COO )	O
and	O
Jamie	O
Sutherland	O
as	O
chief	O
technology	O
officer	O
(	O
CTO	O
)	O
,	O
a	O
finalist	O
at	O
Scotland	O
IS	O
awards	O
.	O
</s>
<s>
In	O
February	O
2015	O
Mallzee	B-Application
announced	O
an	O
agreement	O
with	O
Samsung	B-Application
in	O
the	O
UK	O
and	O
Ireland	O
.	O
</s>
<s>
This	O
deal	O
allowed	O
them	O
to	O
feature	O
Mallzee	B-Application
in	O
a	O
number	O
of	O
advertisements	O
including	O
the	O
Galaxy	O
Gifts	O
and	O
the	O
Samsung	B-Application
Galaxy	O
app	B-Application
store	I-Application
,	O
with	O
promotional	O
pricing	O
for	O
Samsung	B-Application
customers	O
.	O
</s>
<s>
In	O
November	O
2015	O
Mallzee	B-Application
,	O
which	O
had	O
always	O
been	O
focused	O
principally	O
in	O
UK	O
,	O
released	O
a	O
version	O
of	O
the	O
app	O
for	O
the	O
US	O
market	O
.	O
</s>
<s>
Mallzee	B-Application
's	O
CEO	O
explained	O
that	O
the	O
expansion	O
will	O
attract	O
more	O
big	O
brands	O
such	O
as	O
Zara	O
,	O
H&M	O
and	O
Urban	O
Outfitters	O
to	O
join	O
their	O
service	O
and	O
create	O
a	O
better	O
offering	O
for	O
all	O
of	O
their	O
customers	O
.	O
</s>
<s>
Russell	O
commented	O
,	O
"	O
We	O
know	O
that	O
Mallzee	B-Application
is	O
going	O
to	O
change	O
how	O
Americans	O
shop	O
and	O
save	O
money.	O
"	O
</s>
<s>
Mallzee	B-Application
allows	O
customers	O
to	O
compare	O
and	O
purchase	O
from	O
the	O
product	O
range	O
of	O
many	O
high	O
street	O
fashion	O
retailers	O
.	O
</s>
<s>
It	O
uses	O
a	O
swiping	O
interface	O
(	O
similar	O
to	O
the	O
Tinder	B-Application
app	I-Application
)	O
which	O
allows	O
the	O
user	O
to	O
'	O
like	O
 '	O
or	O
'	O
dislike	O
 '	O
a	O
product	O
.	O
</s>
<s>
In	O
2017	O
Mallzee	B-Application
released	O
a	O
new	O
version	O
of	O
the	O
app	O
on	O
the	O
[	O
iOS	B-Application
Appstore ]	O
which	O
included	O
single	O
transaction	O
multiple	O
retailer	O
purchasing	O
.	O
</s>
<s>
Mallzee	B-Application
in	O
early	O
2013	O
raised	O
an	O
initial	O
seed	O
round	O
of	O
£	O
75,000	O
from	O
family	O
and	O
friends	O
,	O
to	O
get	O
its	O
app	O
to	O
market	O
.	O
</s>
<s>
In	O
April	O
2013	O
Mallzee	B-Application
raised	O
an	O
additional	O
£	O
150,000	O
from	O
a	O
group	O
of	O
private	O
investors	O
from	O
Edinburgh	O
led	O
by	O
Andrew	O
Barrie	O
.	O
</s>
<s>
Mallzee	B-Application
also	O
won	O
a	O
Scottish	O
EDGE	O
award	O
in	O
the	O
form	O
of	O
a	O
£	O
42,899	O
grant	O
.	O
</s>
<s>
One	O
year	O
after	O
its	O
presence	O
in	O
the	O
market	O
,	O
Mallzee	B-Application
completed	O
a	O
seed	O
plus	O
round	O
of	O
funding	O
equal	O
to	O
£	O
500,000	O
.	O
</s>
<s>
In	O
June	O
2014	O
Mallzee	B-Application
raised	O
£2.5	O
million	O
.	O
</s>
<s>
Russell	O
pitched	O
his	O
smartphone	B-Application
application	I-Application
to	O
the	O
Dragons	O
and	O
got	O
an	O
offer	O
from	O
IT	O
entrepreneur	O
and	O
investor	O
Peter	O
Jones	O
.	O
</s>
<s>
Mallzee	B-Application
then	O
went	O
on	O
to	O
secure	O
£2.5	O
million	O
investment	O
,	O
much	O
of	O
it	O
from	O
direct	O
inbound	O
enquiries	O
following	O
the	O
airing	O
of	O
Dragons	O
 '	O
Den	O
.	O
</s>
<s>
Peter	O
Jones	O
coined	O
the	O
phrase	O
"	O
Ballsy	O
for	O
Mallzee	B-Application
"	O
and	O
said	O
that	O
he	O
had	O
a	O
hunch	O
that	O
the	O
app	O
could	O
be	O
the	O
next	O
£100	O
million	O
or	O
a	O
£0	O
business	O
.	O
</s>
<s>
The	O
Mallzee	B-Application
application	O
can	O
be	O
downloaded	O
from	O
both	O
App	B-Application
Store	I-Application
and	O
from	O
Google	B-Application
Play	I-Application
.	O
</s>
<s>
In	O
May	O
2017	O
,	O
Mallzee	B-Application
had	O
over	O
1	O
million	O
users	O
.	O
</s>
<s>
Forbes	O
stated	O
that	O
"	O
You	O
're	O
Either	O
A	O
Dedicated	O
Follower	O
of	O
Fashion	O
,	O
Or	O
Have	O
Mallzee	B-Application
on	O
Your	O
iPhone.	O
"	O
</s>
<s>
Commenting	O
on	O
the	O
funding	O
round	O
,	O
Paul	O
Munn	O
,	O
director	O
at	O
Par	O
Equity	O
,	O
said	O
:	O
"	O
Mallzee	B-Application
is	O
an	O
innovative	O
product	O
addressing	O
a	O
fast	O
changing	O
consumer	O
market	O
.	O
</s>
<s>
The	O
team	O
at	O
Mallzee	B-Application
have	O
made	O
significant	O
progress	O
to	O
date	O
and	O
this	O
investment	O
will	O
provide	O
a	O
runway	O
for	O
the	O
business	O
in	O
its	O
next	O
stage	O
of	O
growth	O
and	O
development.	O
"	O
</s>
<s>
Yahoo	B-Application
named	O
Mallzee	B-Application
as	O
"	O
one	O
of	O
6	O
apps	O
that	O
will	O
change	O
the	O
way	O
we	O
shop	O
forever	O
"	O
.	O
</s>
<s>
Mallzee	B-Application
CEO	O
Cally	O
Russell	O
was	O
named	O
in	O
the	O
2016	O
inaugural	O
Forbes''	O
Retail	O
&	O
Commerce	O
Europe	O
"	O
30	O
Under	O
30	O
"	O
.	O
</s>
<s>
Mallzee	B-Application
has	O
pioneered	O
M-Commerce	B-Application
,	O
although	O
there	O
are	O
other	O
competitors	O
in	O
the	O
online	O
space	O
including	O
Lyst	O
and	O
Shopcade	O
.	O
</s>
<s>
Since	O
Mallzee	B-Application
's	O
launch	O
,	O
other	O
similar	O
applications	O
have	O
emerged	O
such	O
as	O
Grabble	O
,	O
which	O
launched	O
by	O
Daniel	O
Murray	O
and	O
Joel	O
Freeman	O
in	O
2014	O
.	O
</s>
<s>
Grabble	O
uses	O
a	O
similar	O
swipe	O
shopping	O
style	O
as	O
Mallzee	B-Application
and	O
has	O
also	O
been	O
coined	O
'	O
The	O
Tinder	B-Application
for	O
Fashion	O
 '	O
,	O
the	O
same	O
title	O
that	O
Mallzee	B-Application
has	O
been	O
given	O
by	O
a	O
list	O
of	O
fashion	O
bloggers	O
and	O
media	O
companies	O
.	O
</s>
<s>
However	O
,	O
in	O
2015	O
Mallzee	B-Application
's	O
user	O
base	O
was	O
twice	O
that	O
of	O
Grabble	O
's	O
.	O
</s>
