London-based fashion mystery box service Heat launched a new shopping site called Miles on Wednesday, putting a new twist on the traditional experience of buying luxury apparel.
The subscription service offers members exclusive access to premium fashion at special prices, all seasons.
According to a statement, Miles is offering “rare access to a meticulously merchandised collection of luxury goods, ranging from products drawn from the brand's archives to pieces from the current collection.”
The store stocks products from emerging brands and established fashion houses, including Brunello Cucinelli, Comme des Garcons, Kenzo, Missoni, JW Anderson, Off-White and Y/Project, and Miles says the items on offer vary significantly from the original retail price, sometimes up to 90 percent off.
“We're excited to showcase so many brands and products that people have never seen before,” said Maher, co-founder and chief merchandising officer.
“Our strong relationships with these brands have given us unparalleled access to exclusive archives, runway pieces and even samples.”
Maher and partner Joe Wilkinson first focused on popular luxury streetwear at Heat in 2019. Their mystery box service leveraged the popularity and surprise of unboxing videos and combined it with fashion items, resulting in a hit with 1,000 boxes being sold in 20 minutes.
At the time, Maher and Wilkinson saw a win-win scenario: giving consumers a desirable product while also clearing excess inventory for the brand. Miles is driven by the same idea, and the allure of attracting younger shoppers.
Jordan Grant, head of creative, pointed to changing shopping behaviors. “Hype and novelty are becoming less appealing as customers value quality and meaning over newness,” he said. “It's clear that all-season shoppers will stand out, and Mile offers a range of products that perfectly align with the mindset of a younger, smarter customer.”
For brands and retailers, Miles' selling point is that it can help them clear excess inventory, including that from several years ago, without diluting the value of their brand.
The result, Mile says, is a unique selection and “insider” deals you won't find anywhere else. The name “Mile” itself evokes discovery and exploration, paying homage to themes of travel, the exclusivity of luxury airlines and their defining milestones.
This business is not merely conceptual, it comes shrouded in loftiness.
Interested consumers must apply, and the pool of applicants is limited, which adds to the air of exclusivity and may help sell the miles proposition to the houses.
According to VP of Product Tom Wilcock, Mile took nearly a year to develop and beta test, which isn't entirely surprising: while launching a digital store and developing a corresponding iOS mobile app may not take that long, creating a platform is another matter entirely.
Mile offers a no-code integration that collates product data, updates orders and inventory, and provides revenue transparency.
“At a time when luxury shopping is often complicated and opaque, we saw an opportunity to build a platform that streamlines the process,” Wilkinson said.
“Launching this platform has always been part of our long-term plans. The time is now.”
Investors apparently feel the same way, with the venture attracting some notable backers from the fashion and luxury industries.
Previous investors include LVMH Luxury Ventures, the investment arm of LVMH Moët Hennessy Louis Vuitton, the Hermès family and Stefano Rosso, the newly appointed CEO of Marni of the OTB Group, and continue to support the brand.
The list currently includes fashion tech investor Carmen Busquets, co-founder and founding investor of Net-a-Porter and luxury e-commerce advocate; Giorgio Bellori, Chief Digital, Customer and Innovation Officer at Burberry; Mschf co-founder Dan Greenberg; Jing Daily founder Larry Warsh; former Yeezy CEO Matt George; and Houston Texans wide receiver and NFL star Stefon Diggs.
Mile is currently accepting applications from the public, with a planned release on Wednesday in the App Store in the U.S., Canada, the U.K. and Europe.
