More celebrities like Kourtney Kardashian are turning themselves into department stores. Here’s the platform helping to grow their customer list. More celebrities are launching personalized online marketplaces. Cortina enables celebrity marketplaces like Kourtney Kardashian''s Poosh and Graydon Carter''s Airmail. These marketplaces may soon replace department stores, Cortina founder Keith George says. In a few years, you might be buying everything from loafers to hair masks from celebrity marketplaces like Kourtney Kardashian''s Poosh and Graydon Carter''s Airmail instead of Macy''s or Nordstrom. Those new online stores use Cortina — a platform founded by Keith George, an alum of retail giants like Gap and Gilt Group, that helps celebrity marketplaces like Poosh and Airmail sell products to customers. "The names Macy''s and Saks, I think will have less influence over time than names like Kardashian, Drake, LeBron James," he told Insider. Gwenyth Paltrow''s Goop , which launched in 2008, set the celebrity-marketplace precedent. Unlike Amazon, it offers a more curated selection of products (think an LED sign handwritten by Paltrow herself or sateen sheets ) alongside lifestyle-related content like recipes, workout tips, and relationship advice.