COCOON was founded by Matt Heiman, Maya Taras-Nelson and Ceanne Fernandes-Wong, whose backgrounds couldn’t be more different – and who came together with a shared vision to offer luxury fashion in a smarter way.


As a successful media executive, proven entrepreneur and keen observer of the world of fashion, Matt saw the increasing allure of fast fashion, and wondered how it could be improved. Its appeal was obvious – getting something new every week, if not every day – but the cycle of cheap, disposable fashion was off-putting. But what if you could offer luxury fashion at the same pace? Matt decided to start with handbags – an item that should be desirable, but also be durable and have longevity.

While working at Soho House in member relations, Maya met Matt, who was keen to have his fashion startup idea vetted by the very customers he was hoping to attract. Well versed in the aspirational world of member’ clubs, she quickly suggested changing his original idea from a simple subscription model into a club – one that gets to know its members’ personal style, preferences, and favourite brands and caters especially to those who love the thrill of being able to access dozens of designer bags.

A former marketing director who cut her teeth at The NET-A-PORTER Group and as CMO and Vice President at Vestiaire Collective, Ceanne loved the idea for COCOON from the moment Matt first mentioned it. As an industry veteran, she’d seen her share of fashion startup ideas, but this was different: it was customer centric, environmentally conscious, operated in the luxury fashion space, and offered a surprisingly simple yet smart service. Seeing the global success of other sharing and subscription economies – Netflix, Uber, AirBnB – she also saw its potential and set out to help make it a reality.