Who doesn’t love a surprise box in the post? Even better when that box contains clothes worth far more than what you paid for them, or brands hand-picked by a stylist for you to try.
Too good to be true? Well, not necessarily. The fashion mystery box is a burgeoning trend, and the luxury surprises inside are guaranteed to have a higher retail value than the price paid.
What customers are generally buying is unsold stock that would otherwise end up destroyed — and there’s no shortage of that following the pandemic.
It’s a win-win, says Joe Wilkinson, the 24-year-old Brit behind the wildly popular Heat mystery boxes beloved of celebrities including model Jourdan Dunn and Premier League footballers.