London-based fashion mystery box service Heat is adding a new dimension to luxury apparel shopping with the launch of a new shopping destination called Mile on Wednesday.
The subscription service provides members-only access to seasonless luxury fashion at exclusive prices.
Mile offers “rarefied access to a meticulously merchandised collection of luxury products, ranging from products pulled from brand archives to pieces from current collections,” according to a statement.
The collection includes a variety of brands, from emerging labels to established maisons, featuring names like Brunello Cucinelli, Comme des Garçons, Kenzo, Missoni, JW Anderson, Off-White, and Y/Project.
Mile claims that the deals can differ significantly from the original retail prices — sometimes offering discounts of up to 90 percent off.
“We’re thrilled to showcase an epic array of brands and products, many of which have never been seen before,” said Maher, co-founder and chief merchandising officer.
“Our strong relationships with these brands have granted us unparalleled access to exclusive archives, runway pieces, and even samples.”
Maher and his partner Joe Wilkinson initially focused on high-end streetwear with Heat in 2019. The mystery box service capitalized on the popularity and surprise element of unboxing videos combined with fashion drops, quickly selling 1,000 boxes in just 20 minutes.
At the time, Maher and Wilkinson saw an opportunity to provide desired products to consumers while helping brands clear overstock. This same concept drives Mile, along with the goal of attracting younger consumers.
Jordan Grant, head of creative, noted the changing shopping behaviors. “The appeal of hype and novelty has diminished, as customers now value quality and meaning over newness,” he said.
“The prominence of the seasonless shopper is evident. Mile offers a product assortment that perfectly aligns with the mindset of young, savvy customers.”
For brands and retailers, Mile promises to help manage excess inventory, including from previous years, without diluting their brands.
The result is a unique selection and “insider” deals that aren’t available elsewhere, according to Mile. Even the name “Mile” evokes themes of discovery and exploration, nodding to travel, the exclusivity of luxury airlines, and their defining milestones.
The business arrives with a sense of exclusivity and loftiness — not just conceptually.
Interested consumers must apply, and only a limited number of applicants will be accepted, adding to the exclusive vibe, which may even help sell the Mile proposition to the maisons.
Tom Wilcock, vice president of product, mentioned that Mile took nearly a year to develop and beta test. This lengthy process highlights the complexity of creating a platform beyond just opening a digital storefront and developing a companion iOS mobile app.
Mile offers no-code integration that matches product data, updates orders and inventory, and provides revenue transparency.
“In an era where luxury shopping is often synonymous with complexity and opacity, we saw an opportunity to create a platform that streamlines this process,” said Wilkinson. “Launching this platform was always part of our longer-term plan. The timing is now.”
Investors seem to agree, as the venture has attracted high-profile backers from across the fashion and luxury spectrum.
Notable investors include LVMH Luxury Ventures, the investment arm of LVMH Moët Hennessy Louis Vuitton, as well as the Hermès Family and Stefano Rosso, the new CEO of OTB Group’s Marni.
They are continuing their support, along with new investors like fashion-tech investor Carmen Busquets, cofounder and founding investor in Net-a-Porter; Giorgio Belloli, chief digital, customer and innovation officer at Burberry; Dan Greenberg, Mschf cofounder; Larry Warsh, Jing Daily founder; Matt George, former CEO of Yeezy; and NFL star Stefon Diggs, wide receiver with the Houston Texans, among others.
Mile is now taking applications from the public as it launches Wednesday in the App Store in the U.S., Canada, the U.K., and Europe.
