
EDITED Plans to Support Retailers Drive Sales after Raising $29M
EDITED, the Industry leading retail data and analytics company secures a substantial investment to support an increase in profitability
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CIO Applications Europe | Thursday, April 23, 2020

EDITED, the Industry leading retail data and analytics company secures a substantial investment to support an increase in profitability
Fremont, CA: The widely popular retail decision platform, EDITED, raises $29 million in growth equity funding. Boston-based Wavecrest Growth Partners and Beringea UK co-led the financing round along with the participation of Hermes GPE. The latest input of capital will be utilized to expand product innovation and the company’s exposure globally.
Founded by Geoff Watts and Julia Fowler in London, 2009, EDITED is a renowned Retail Decision Platform trusted by more than 200 leading brands and retailers to optimize their buying and merchandising decisions. The majority of the retailers and brands have historically depended on guesswork and manual comparison shopping to make decisions about their product, design, supply chain, and pricing. The platform by EDITED is being used to track more than 2.5 billion products worldwide. Brands and retailers are now capable of making data-driven decisions with the use of this real-time market data. The platform is used daily for a variety of purposes by a plethora of customers from luxury to fast-fashion industry leaders, including Mango, J.Crew, Puma, Tommy Hilfiger, Chloé, Zara, Mango, and boohoo.
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Those retailers who have used the EDITED platform to project information on their product, pricing, assortment, and supply chain strategies report a hike of 15 percent YoY in the revenue. According to Marta Setien de Casas, Pricing Manager at Mango, “The EDITED platform gives us tremendous data insights into the market in real-time, which has helped us immensely with our global pricing strategy. By accurately determining introductory pricing on products, EDITED has been key to analyze and auto-correct our market positioning, especially in a year when Mango’s sales increased by 6.3% YoY, making up 2.4bn Euros.”
EDITED has expanded its global customer reach across 30 countries in the past two years and has doubled its revenue on the way.
“During these uncertain times, retailers and brands need real-time data more than ever. We believe EDITED provides an essential data and business intelligence platform to enable customers to make the most profitable design, pricing, product, and supply chain decisions”, said Deepak Sindwani, Managing Partner at Wavecrest Growth Partners. “EDITED is well-positioned to accelerate its US market presence and to expand its market-leading product line, and we look forward to helping them to achieve this.”
“Since we started EDITED a decade ago, the vision has always been to transform the retail industry, and this next step is AI-driven decision automation,” said Geoff Watts, CEO, and Co-Founder of EDITED. “With this new capital, we’ll make even bigger strides to get there by growing our team and product capabilities so our customers can continue to succeed across all verticals, especially during this current retail crisis.”
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