Real time retail data provider updates name to Edited

04 Sep '15

3 min read

Editd, the provider of real-time data and analytics for the fashion retail industry has updated its brand name and become Edited.

According to a press release, the rebrand comes after a year of rapid international expansion which has seen the company win new clients among leading retailers on six continents.

“Over the last few years, we have gone international, outside the English speaking regions, and we have got customers all over the world, in Russia, India, Italy, Germany and more,” Geoff Watts, CEO of Edited said.

“Now our brand makes more sense on an international scale and is easily identifiable for retailers looking to bring data analysis into their operations,” he added.

“We have always been a highly data-driven organisation but we were only leveraging internal data to make decisions until now,” says Rishi Vasudev, head of lifestyle at Indian online retail giant Flipkart.

“With Edited, we now have the ability to grasp an outside view of global and Indian market trends and this has immensely helped us serve our customers better," Vasudev too added.

Equally as visible in the rebrand, is a new logo, anchored by a new mascot, the polar bear, which according to co-founder Julia Fowler, represents the strength and ability to persevere through the harshest conditions on earth.

“Retail is tough, while Polar bears are tougher and are one of the few animals capable of surviving somewhere, as stark and harsh as the ice caps,” Fowler informed.

“A place where doing something wrong would be disastrous. Just like in retail, you do not get too many chances when things go wrong,” she observed.

Aside from the new spelling, logo and look, the company has also recently added a New York city office to service the North American market.

The US office marks the company's third, coming after the establishment of a Melbourne, Australia office in 2012 and its headquarters in London.

Using more than 27 billion of data points, with millions more added daily, Edited helps leading brands like Topshop, Gap, and Saks Fifth Avenue make faster and more efficient trading decisions.

Founded in London in 2009, Edited is used every day by buyers and merchandisers to have the right product, at the right price, at the right time. (AR)

Fibre2Fashion News Desk – India

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