Retail Intelligence platform


Company mission

EDITED's mission is to help retailers win by removing the guesswork so businesses can identify opportunities or avoid making one wrong costly decision.



HQ Location

Farringdon, London, UK


Few candidates hear
back within 2 weeks

65% female employees

31% employee growth in 12 months

Otta's take on EDITED

Sam Franklin headshot

Sam Franklin

CEO of Otta

Fashion is one of the biggest categories of spending globally, so there is a huge benefit for fashion companies to spot trends and produce the right items at the right time. EDITED saw that there was a lack of data to back up decision making in the fashion industry, when a lot of other, smaller industries were already making good use of it.

EDITED was one of the first companies to bring analytics to the fashion space, with the co-founders bringing two key ingredients to the table with fashion and data expertise.. It now has a strong brand and a huge roster of well known clients from John Lewis to Tommy Hilfiger.

The company recently raised significant funding from Delta-v Capital, which came on the heels of serious momentum. This capital will be invested into accelerating product development, investing in partnerships, and M&A to expand its value proposition to customers.

Total funding - $50m

Last 2 fundraises

Apr 2020



Mar 2023



This company has top investors

Company benefits

  • Flexible hours ~ not a morning person? Work whenever you’re at your best
  • Tech comes first ~ We prioritize tech and provide MacBooks to every new starter
  • Remote first ~ Whether you prefer a big city or quiet country lifestyle, we support remote and in-office working
  • Mandatory vacation ~ We give equal vacation days to our global team. That includes 25 days annual PTO plus 1 for every year of service (on top of local public holidays)
  • Top salary & benefits ~ We’re going to pay well and not hold back. We have an enhanced parental leave policy and offer a global pension scheme
  • General deluxe perks ~ Stock options, access to all global WeWork facilities, alcohol taps, on-site barista, drinks fridge, Christmas parties, virtual events, etc

Company values

  • Define a new space ~ we're building something retail has never seen before. Marketing-wise? That's a blank canvas to fill with new ideas
  • Own your time ~ We always value good work over hierarchy or process. Structure your day as you see fit, all we ask is that the work is good
  • Get our voice heard ~ from contributing in the press, to our London/NYC events, to speaking on panels - we're everywhere


Former fashion designer, frustrated by the industry's lack of factual data.

Doug Kofoid

(CEO, not founder)

An experienced CEO of DialogTech (acquired by Invoca) before coming onboard for Edited.

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