by John Russel Jones

Three formal Google employees have partnered on the launch of a global marketplace for luxury, sustainable, and outlet shopping via an interactive app called BeyondStyle. The first of its kind definitive shopping platform launched in January 2022 at

The service offers consumers three ways to shop: B Lux, featuring the best in luxury fashion and beauty brands from around the world, B Outlet, offering the best deals and outlet stores from the United States, Europe, and Australia, and B Eco, a comprehensive selection of sustainable brands and green products that put planet over profit. The company has partnered with more than 300 retailers and nearly 6,000 fashion, beauty, streetwear and sneaker brands. 

The company is targeting an “older” audience, ages 25 to 60, with more disposable income; in contrast to similar apps that target Gen-Z customers who are currently 9 to 24 years old. BeyondStyle sites research from “Harvard Business Review:”

“Baby boomers, born between 1946 and 1964, shell out the most each year — more than half a trillion dollars, according to a study by Epsilon…Only an estimated 5 to 10% of marketing budgets are devoted to winning them over. Only 5% of advertising images of people over 50 show them using technology, and even then, it’s usually a younger person teaching an older person how to use a device. In fact, for tech companies, older generations are where the growth opportunity lies: Pew Research recently reported that “there has been significant growth in tech adoption since 2012 among older generations — particularly Gen Xers and Baby Boomers.” Social media use among younger generations has largely stayed flat since 2012, but the share of boomers and their elders who use social media has increased by 10 percentage points.”

Menswear brands on the site at press time included Ami, North Face, Ralph Lauren, Levi’s, and Columbia, as well as marked down merchandise from Brooks Bros., Urban Outfitters, and Calvin Klein underwear. Outlet store partners include Nordstrom Rack, Saks Off Fifth, Yoox, Zappos, and Simon Premium Outlets.