It looks like Imall Inc’s restructuring program (CI No 3,485) is starting to pay off. The company has lifted the curtain on an online mall within college student community animalhouse.com. The mall represents a subset of the small and medium merchants iMall hosts on its own servers – as kind of edited version of iMall with the shops that might bore the 18-25 demographic quietly filtered out. Malls for vertical market segments are only one part of iMall’s projected business plan. Hosting internet shops for small merchants remains the company’s core business, with its Bolt On Ecommerce product enabling it to sign up internet service providers as partners. That’s not all, though. The company also indicated that a major announcement is coming down the line.