EDITED (company)

Last updated
EDITED
IndustrySoftware
Founded2009 in London, England
FoundersGeoff Watts, Julia Fowler
Number of locations
 London, New York City
Area served
Worldwide
ServicesRetail Analytics
Number of employees
110 (2018)
Website edited.com

EDITED (formerly EDITD [1] ) is a retail intelligence company headquartered in London, England with offices worldwide including New York and Texas. The company produces real-time data analytics software intended for brands and retailers. Its products range across Market Intelligence to monitor the retail market worldwide for apparel, homeware and beauty products; Enterprise Intelligence to provide business analytics across ecommerce, physical stores and omnichannel teams; and Automation that combines signals from Market and Enterprise Intelligence. [2] Its software is primarily used by apparel buyers, traders and merchandisers; however, anyone across a retail business from design to C-suite can use EDITED. [3]

About

EDITED is a Retail Intelligence Platform designed to help retailers increase margins and generate more sales. Its founding product of the same name uses web crawlers and Artificial Intelligence technology such as Computer Vision to collect product and commercial data on over +3.7 billion SKUs generated by the online retail industry. With over 10 years of historical data, the Market Intelligence software allows users to analyze that data in order to gain competitive insights into the market. [3] Some key components of the software are its ability to display product metrics for retail products currently on the market, including items’ pricing and sell out rates. [4] In addition, the market product lets its users evaluate competitor assortment and industry-wide trend trajectories. This also includes a communications archive, where brands and retailers can pinpoint peak periods for seasonal updates and promotions. [5] Data can help retailers decide which items to discount and how to set dynamic prices. [6]

Since its acquisition of DynamicAction, [7] a leading internal retail analytics company [8] , the EDITED product family includes an Enterprise Intelligence component, which connects 150+ enterprise and cloud data systems so users can pinpoint areas of opportunities across its business operations. With deep prescriptive business analytics, retailers and brands have insight into the profit centric metrics to take action on, including for demand, inventory, promotions, traffic and reviews. These product insights are overlaid directly on a retailer's website and merchandising tools.

The combined signals from internal enterprise and external market data fuel the EDITED Automation arm to expedite decision making across a retail business. These triggers can adjust for product sorting, pricing, replenishment, targeted campaigns and more.

With a global customer reach across 40 countries, EDITED is used by over 200 leading brands and retailers on six continents in countries as diverse as South Africa, Australia, China, Russia, Italy, Germany, South Korea, the United Kingdom and the United States. [4] [9]

EDITED was founded by Geoff Watts and Julia Fowler in 2009. The company is backed by Wavecrest Growth Partners, Beringea UK and Hermes GPE. To date it has raised $34 million. [10] [11]

In 2012, the company was featured in The Guardian’s list of ‘East London’s 20 Hottest Tech Startups’. [12] In April, 2015 it was included on Business Insider’s list of ‘25 Companies That Are Revolutionizing Retail’. [13] The company also placed third in Fast Company’s 2014 list of ‘The World’s Top 10 Most Innovative Companies in Style’. [14]

In 2017, it won Retail Week's Retail Tech Supplier of the Year, [15] and was ranked one of the Five Best Companies to Work for in Europe by Meritocracy. [16]

In 2021, EDITED acquired leading retail analytics company, DynamicAction. [17] [18] [19]

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References

  1. ↑ Cook, James. "The 14 coolest fashion startups in London". Business Insider. Retrieved 1 October 2015.
  2. ↑ Noyes, Katherine. "What's on trend this season for the fashion industry? Big data". Fortune. Retrieved 1 October 2015.
  3. 1 2 Sedghi, Ami (22 September 2014). "Editd, using big data to shape and create high street trends". The Guardian. Retrieved 1 October 2015.
  4. 1 2 Groth, Aimee. "The "Bloomberg terminal for fashion" tells retailers exactly what consumers want in real-time". Quartz. Retrieved 1 October 2015.
  5. ↑ Banks, Libby (26 August 2013). "How to Tell the Fashion Future?". The New York Times. Retrieved 1 October 2015.
  6. ↑ Bradley, Laura (26 November 2014). "If You See These Clothes for Sale on Black Friday, It's Because They're About to Be Uncool". Slate. Retrieved 1 October 2015.
  7. ↑ "EDITED Acquires DynamicAction, Fueling the Future of E-Commerce and Retail Automation | EDITED | Retail Market Intelligence". EDITED. Retrieved 2021-08-19.
  8. ↑ "Retail Analytics". Prowesstics.
  9. ↑ Gibbs, Samuel (13 September 2013). "Editd aims to spot the trends the fashion world doesn't". The Guardian. Retrieved 1 October 2015.
  10. ↑ "Edited raises $29 million to optimize product pricing with AI". 15 April 2020.
  11. ↑ "London-based retail data firm Edited raises $29m to expand". 15 April 2020.
  12. ↑ Silver, James (7 July 2012). "East London's 20 hottest tech startups". The Guardian.
  13. ↑ Lutz, Ashley; Peterson, Hayley. "25 companies that are revolutionizing retail". Business Insider. Retrieved 1 October 2015.
  14. ↑ "THE WORLD'S TOP 10 MOST INNOVATIVE COMPANIES IN STYLE". Fast Company. 13 February 2014. Retrieved 1 October 2015.
  15. ↑ "Winners 2017 | Tech awards Retail Week". techawards.retail-week.com. Retrieved 2018-10-06.
  16. ↑ "Meritocracy Blog | Find inspiring jobs in beautiful companies".
  17. ↑ Zaczkiewicz, Arthur (2021-04-28). "Edited Acquires Internal Retail Data Firm DynamicAction". WWD. Retrieved 2021-08-11.
  18. ↑ "EDITED Completes Purchase of Retail Analytics Firm". Retail TouchPoints. 2021-04-28. Retrieved 2021-08-11.
  19. ↑ "Fashion-tech's funding boom: Who's being funded — and why". Vogue Business. 2021-08-09. Retrieved 2021-08-11.
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