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§ Private Profile · 26 Hatton Garden London, England EC1N 8BR, GB
AI-driven retail intelligence platform for fashion, apparel, and homegoods retailers, providing market and enterprise data analytics.
Based in New York, EDITED provides an AI-driven retail intelligence and data analytics platform for the fashion, apparel, footwear, and beauty industries. The company operates a software-as-a-service business model that processes billions of data points, connecting internal enterprise metrics with external market data to optimize pricing, sales, margins, and inventory strategies. Following a period of rapid expansion that included a 100% increase in annual recurring revenue during 2021, the firm appointed Doug Kofoid as its new chief executive officer. To further support its corporate scaling efforts, the enterprise recently added Mike MacKeen as chief financial officer in late 2024. The analytics platform is utilized by major global retail brands including Inditex and Boohoo, and the organization is financially backed by venture capital firm Beringea. EDITED was founded in 2009 by Geoff Watts and Julia Fowler.
EDITED has raised $98.4M across 7 funding rounds.
EDITED has raised $98.4M in total across 7 funding rounds.
EDITED is a technology company that builds an AI-driven Retail Intelligence Platform, helping retailers optimize buying, merchandising, and pricing decisions by combining internal business analytics with external market data.[1][2][3][5] It serves major fashion and retail brands like Puma, Mango, Abercrombie & Fitch, Columbia, and Inditex, solving the problem of guesswork in retail by providing actionable insights into market trends, competitor pricing, profitability, and customer segments to boost sales, margins, and growth.[1][4][5] With 150-200 employees, $45.6M in total funding (including a $15M round two years ago), and recent accolades like "Overall RetailTech Company of the Year" in 2025, EDITED demonstrates strong momentum through customer wins, revenue growth for clients, and high retention rates.[1][2][4][5]
Founded in 2009 in London, United Kingdom (with a New York HQ), EDITED started as Stylesignal before rebranding to focus on retail analytics.[1][2][3][4] The company emerged from a vision to infuse intelligence into retail decisions by giving early visibility into market data, optimizing the product lifecycle, and eliminating manual processes like competitor scraping.[3][5] Key early traction includes serving top retailers and raising $45.6M in unattributed VC funding, with the latest $15M round supporting expansion; pivotal moments feature partnerships yielding results like Puma's +£500k revenue lift and Mango's +50% online gross revenue YoY.[2][4][5]
EDITED rides the wave of AI-powered retail transformation, where e-commerce and omnichannel retail demand real-time intelligence amid volatile markets and consumer shifts.[2][5] Timing is ideal post-2024 growth phase, as retailers face economic pressures yet pursue personalization and efficiency—EDITED's tools capitalize on this by bridging internal data gaps with external signals, a gap widened by fragmented legacy systems.[4][5] Market forces like rising AI adoption in e-commerce (where EDITED fits in expert collections) and competitive pricing pressures favor it, influencing the ecosystem by setting standards for "RetailTech" innovation, as seen in its 2025 award and client successes that reshape merchandising norms.[2][4]
EDITED is poised to expand its platform with deeper AI automation, targeting more verticals beyond fashion as retail digitizes further.[3][5] Trends like generative AI for predictive assortments and edge computing for real-time global insights will propel it, especially with its funding runway and track record. Its influence may evolve from analytics leader to full retail orchestration hub, empowering more brands to thrive in uncertain economies—reinforcing its role as the go-to for intelligence-driven retail success.[2][4]
EDITED has raised $98.4M across 7 funding rounds. Most recently, it raised $15.0M Other Equity in March 2023.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Mar 28, 2023 | $15M Venture Round | Colin Barclay | Beringea, Hermes GPE, Wavecrest Growth Partners | Announced |
| Mar 1, 2023 | $15M Series U | Delta V Capital | 14W, Beringea, Gotham GAL Ventures, Robin Klein, Hermes GPE, Wavecrest Growth Partners | Announced |
| Apr 19, 2020 | $29M Venture Round | Karen Mccormick, Deepak Sindwani | Hermes | Announced |
| Apr 1, 2020 | $29M Series U | Beringea, Wavecrest Growth Partners | 14W, Gotham GAL Ventures, Robin Klein, Hermes | Announced |
| Feb 11, 2014 | $4.4M Venture Round | — | Frog Capital, Robin Klein | Announced |
| Feb 1, 2014 | $4M Series U | — | Accel, Eight Roads Ventures | Announced |
| Jun 1, 2011 | $2M Seed | Robin Klein | 14W, Accel, Eight Roads Ventures, Gotham GAL Ventures, TOM Hulme, Passion Capital, WE Ventures, Joanne Wilson, Sylvie Gabriel, Atlas Venture, High Line Venture Partners | Announced |
EDITED has raised $98.4M in total across 7 funding rounds.
EDITED's investors include Colin Barclay, Beringea, Hermes GPE, Wavecrest Growth Partners, Delta-v Capital, 14W, Gotham Gal Ventures, Robin Klein, Karen McCormick, Deepak Sindwani, Hermes, Frog Capital.