EDITED is a retail technology company that produces a real-time data analytics software of the same name intended for apparel brands and retailers to monitor the apparel retail market worldwide.

EDITED optimizes retail decision-making using data, automation and A.I.

EDITED was founded in 2009 by Geoff Watts and Julia Fowler. The company is headquartered in London, United Kingdom, with offices in New York and San Francisco.

EDITED uses web crawlers and Artificial Intelligence techniques such as Computer Vision to collect the product and commercial data generated by the online apparel industry and lets users analyze that data in order to gain competitive insights.

Edited’s system continually checks previously indexed products to assemble new data points for those products; if a product’s data points aren’t identical, the system records the discrepancy in a timeline. Each product is converted into a data point, which contains details like available colorways, regions, targeted gender, prices, and release dates.


Edited tracks over 375 million products and 2.5 billion SKUs worldwide to help 50,000 retail professionals across 200 brands, including Chloé, Zara, Diesel, Chico’s, Ann Taylor, Mango, John Lewis, J.Crew, Puma, Tommy Hilfiger, and Boohoo, optimize buying and merchandising strategies.


EDITED is backed by Wavecrest Growth Partners, Beringea UK, Hermes, Future Fifty and others. The company raised $29M in a new round of funding on April 15, 2020. This brings Edited's total funding to $34M to date.


EDITED was featured in The Guardian’s list of ‘East London’s 20 Hottest Tech Startups’. In April, 2015 it was included on Business Insider’s list of ‘25 Companies That Are Revolutionizing Retail’. The company also placed third in Fast Company’s 2014 list of ‘The World’s Top 10 Most Innovative Companies in Style’. In 2017, it won Retail Week's Retail Tech Supplier of the Year.



  • Year founded: 2009
  • Funding Info: $34M over 3 Rounds (Latest Funding Type: Venture- Series Unknown)
  • Yearly Revenue: NA
  • Employee Size: 51-200
  • Business Valuation: NA
  • City/Town: London
  • State: London
  • Country: United Kingdom
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