Gen Z is driving the “mystery box” craze—and one brand in particular is headlining the industry. 

Gen Z is driving the “mystery box” craze—and one brand in particular is headlining the industry. Heat, a start-up that began in 2019, is leading the way with boxes that include hot items on every young consumer’s wish list. Heat’s boxes like their Streetwear Box and Contemporary Box give young consumers a taste of luxury fashion with an element of surprise. Each box is bought at a certain price tier without knowing what’s inside until it’s delivered. The brand is now diving into high end boxes with their new Superbrands Box, thanks to recent investments from LVMH Luxury Ventures, the Hermès family, Antler, and OTB Group. The Superbrands Box will be priced higher than the others and will include products like “high-end leather goods, sought-after handbags, and cashmere.” YPulse’s Luxury research shows that young consumers want the industry to become more accessible and these “mystery boxes” are providing a way for them to be introduced to high-end materials and items they may not opt to buy on their own. (Vogue)