Gen Z is going back to stores. Atlanta startup Mirour wants to change what happens when they get there.

Loren Mount-O’Brien loved the mission and vision of her startup, a “social shopping” app she launched in 2024 after building her career in the advertising industry.

But the data…and startup realities…crept in.

She’d earned validation at local pitch competitions under its original name, Lutely. A couple of thousands of users had joined the platform, and brands wanted in, Mount-O’Brien explained in a recent article she published on Substack.

“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,” she wrote.

Mount-O’Brien told Hypepotamus that she knew she needed to pivot. So she went back and started talking to customers and consumers, and realized there was a growing retail problem that wasn’t yet getting solved. Despite the ecommerce boom, physical retail is having a massive moment. More physical stores are getting built out in 2026. A lot of that is thanks to Gen Z, who as a whole want to go into a store to shop.

But they want to do it in a truly Gen Z way: Not having to talk to people.

Even inside a store, they want a digital experience. But brands struggle to give them that. Some are turning to AI, others to experiential shopping. Following a pivot, Mount-O’Brien’s platform Mirour offers a different type of solution.

What Mirour’s In-Store Retail Technology Means For Brands

At its core, Mirour provides a personalized experience for every shopper without brands needing to beef up on on-site staff to keep up. That might look like providing shoppers with a quick quiz to find the right product, a curated staff pick list, or giving visitors a digital city guide they can enjoy after leaving the store.

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. This helps convert more shoppers into buyers, Mount-O’Brien explained, while making their storefronts as smart as their e-commerce sites.

The platform connects directly to an existing POS system and allows store owners to create specific workflows in a matter of minutes.

Why Local Retailers Are Testing Mirour Ahead Of Atlanta’s World Cup Crowds

Local brands are already testing out the platform. That includes Soberish’s location in Atlanta’s Kirkwood neighborhood as well as Glad and Young in Ponce City Market.

For Mount-O’Brien, Mirour creates an opportunity to help small businesses and local brands compete in an increasingly competitive retail landscape. That is especially true as Atlanta prepares for the World Cup next month, where the city is expecting visitors from across the country.

Mount-O’Brien is building the startup alongside Kelley Bowen and a stealth CTO.The founding team brings together a strong background in retail, brand, and experiential spaces, having worked at companies like Spanx, Tommy Hilfiger, TJ Maxx, and Edelman.

The team recently prepared its Real World Retail Report that dives into what is happening in physical retail today.

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