The friends from Sheffield, England knew they were onto something when their first 1,000 mystery fashion boxes sold out in 20 minutes.
Inside that initial “drop” and those that would follow, Mario Maher and Joe Wilkinson would pack two or three pieces of high-end fashion, but not tell customers what exactly they were buying. The concept inspired viral unboxing videos and led some of the biggest brands in luxury to sign on as partners—to unload goods they could not sell themselves.
Even the most sought-after brands struggle with overstock, said Maher, cofounder and chief merchandising officer of HEAT, the London-based e-commerce platform that today sells boxes worldwide. The business model, he said, allows fashion brands to profit from excess production without resorting to clearance sales or shredding, a practice now outlawed in France, a major production center of the fashion industry.
HEAT launched during the pandemic, but how Maher conducts business today is a stark departure from that time. Players in luxury fashion throw parties, produce runway shows and strike up collaborations—and Maher said it’s critical that he’s on the scene.
Maher’s desire to make fashion more sustainable is what led Forbes and Courtyard by Marriott to invite him to join a panel discussion that explored how travel fuels passion and opens new opportunities. You can view event highlights and watch it in full by visiting our recap page.
In this Q&A interview, Maher discusses global business travel as a means of building valuable relationships but also as a way to unwind and explore after the work is finished.
Mario
Maher
At a gathering in London, the next generation of travel and lifestyle business leaders discussed how their journeys fuel their creativity. Set against the backdrop of the London skyline and alongside Heathrow Airport's bustling runway, the stylish Courtyard by Marriott hotel felt like the perfect venue for conversations about the future of world travel. Among the speakers was Mario Maher, cofounder of a luxury fashion brand and a 2023 Forbes 30 Under 30 Europe honoree. He says travel has led to some serendipitous business connections.
READ MORE FROM THIS SERIES:
Shereen Mitwalli
Presenter & Entrepreneur
Fisayo Longe
CEO, Kai Collective
Cofounder and
Chief Merchandising Officer, HEAT