HEAT
- Open roles
- 0
- Founded
- 2019
- Employees
- 11-50
- Offices
- 2
About HEAT
HEAT is a UK luxury fashion e-commerce platform built around curated mystery boxes and limited-edition shopping drops. Founded in 2019, it brings together designer apparel, accessories and streetwear through a digital retail format aimed at a younger generation of luxury shoppers. Its flagship #HEATBOX packages selected designer items into collections whose contents are revealed when customers open their purchase.
The business connects consumer demand for discovery with a practical challenge for luxury brands: managing surplus and end-of-season inventory. Its model gives participating labels another route to sell stock while seeking to protect their positioning and avoid the visibility of conventional discount outlets. Curation, limited availability and the anticipation of each release are central to the shopping experience.
Curated drops and brand collaborations
HEAT's offering includes contemporary and streetwear mystery boxes, alongside releases developed around individual fashion houses. Its boxes have featured labels including Off-White, Palm Angels, Balenciaga, Casablanca, Alexander McQueen and JW Anderson. Collaborations have also explored archive collections, including a Courrèges Master Box released in July 2023 and a Vetements archive drop.
The platform combines fashion merchandising with a gamified release model. Rather than presenting its entire offer as a conventional continuously available catalogue, it builds releases around curated assortments and scheduled drops. This approach makes product discovery part of the purchase experience while providing brands with a channel for selected inventory.
Development within a wider luxury group
HEAT operates within Hulcan, the luxury group that also houses MILE, MATCHES and RAEY. The operating company formerly named Box of Heat Ltd became Hulcan Ltd in December 2025; HEAT continues as the customer-facing mystery-box brand within that structure.
The business serves shoppers in the United Kingdom, Europe, North America and other international markets, with delivery reaching more than 100 countries. Its development links digital fashion retail, brand inventory partnerships and curated consumer experiences.
More about HEAT
Founders and leadership
- Joe Wilkinson is Co-Founder and CEO; Mario Maher is Co-Founder and Chief Merchandising Officer. Both are originally from Sheffield.
- Frazier Khattri is identified as an early collaborator and co-founder, without a current executive role established in the research.
Early investment
In January 2022, HEAT secured a $5 million seed round led by Antler and LVMH Luxury Ventures, with backing from the Hermès family and Stefano Rosso of OTB Group.
Box economics
The researched offering included tiered boxes priced from £299 to £500+, with advertised guarantees of brand-new designer items worth two to four times the purchase price.
Entrepreneur support
In 2023, HEAT partnered with Flannels on Inside The Box with Flannels X, an entrepreneurship incubator and grant initiative for young digital-fashion entrepreneurs.
Notable credits
3 creditsOffices
Where HEAT is based
- London, England, United Kingdom
London office
HeadquartersExecutive headquarters and operational hub for management, brand partnerships and merchandising.
- Unit 12a 31 East Business Park, Kingfisher Way, Dinnington, Rotherham, S25 3AF, United KingdomRotherham, England, United Kingdom
Rotherham office
Dinnington warehouse and distribution premises supporting inventory processing and worldwide mystery-box fulfillment.
Open roles
Find your next role at HEAT