EDITED
EDITED provides an AI-powered retail intelligence platform that aggregates data on 90,000 brands and 5B+ SKUs across 110+ countries to help fashion retailers and apparel manufacturers optimize assortment, pricing, and merchandising decisions.
- Company typePrivate
- Founded2009
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What EDITED does
EDITED (legally Stylescape Limited) is a London-headquartered, private B2B SaaS company founded in 2009 that sells an AI-powered retail intelligence platform to fashion and apparel retailers and, increasingly, apparel manufacturers. Its platform aggregates competitive retail data across 90,000 brands, 5 billion+ SKUs, and 110+ countries with 12+ years of historical depth, and connects three first-party data sources — company, competitor, and customer — to inform assortment, pricing, site merchandising, and customer profitability decisions. The product is sold as a core Retail Intelligence Platform with four modular add-ons (Assortment, Pricing, Site Merchandising, Customer), plus EDITED Match for product matching, a Market Data API for BI/data lake integration, and a Tariff Tracker dashboard.
The go-to-market is enterprise sales-led with quote-based annual subscriptions, US and UK field sales presence, and a self-serve layer (Market API, AskEDITED, Education Partner Program with 16+ universities). Customers include PUMA, MANGO, Harrods, Woolworths, Abercrombie & Fitch, PVH, Hollister, Cider, The Very Group, and Monsoon, with documented outcomes including 27% sales lift, 50% ecommerce growth, and 11% YoY sales increase. The company has raised approximately $50M in disclosed venture funding across rounds in 2011, 2014, 2020, and a $15M Series A led by Delta-v Capital in March 2023, and acquired DynamicAction in April 2021 to bolster prescriptive analytics.
Recent product momentum centers on AI: the launch of AskEDITED (a conversational AI agent integrated via Model Context Protocol into Claude, ChatGPT, and Copilot), Research AI, AI Instant Insights, and the Manufacturer Intelligence package. EDITED operates from London (HQ), Dallas, and a Sofia engineering office, employs 101-250 people, and is led by CEO Doug Kofoid (since 2022), with David Hartig as CTO (since February 2023) and Marty Siewert as CRO (since September 2023).
EDITED firmographics
Firmographics- Name
- EDITED
- Legal name
- Stylescape Limited
- Website
- https://edited.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- EDITED provides an AI-powered retail intelligence platform that aggregates data on 90,000 brands and 5B+ SKUs across 110+ countries to help fashion retailers and apparel manufacturers optimize assortment, pricing, and merchandising decisions.
- Ownership category
- akta.pro rank
EDITED industry classification
Industry- Product category
- Retail Intelligence Software
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Augmented Analytics & AI-Assisted BI (NLQ/NLG, Insights) (HDAEAMAD)
- akta.pro secondary industries
- E-commerce & Retail Recommendation Engines (HDAAAGAA), Retail Execution Technology & Services (SFA, Planogram, Image Recognition) (MPAAAJAM)
Keywords
Where EDITED is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
EDITED business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Platform Subscription: EDITED operates as a B2B SaaS company offering subscription-based access to its Retail Intelligence Platform. Customers pay for access to the platform, modules (Assortment, Pricing, Site Merchandising, Customer), and data products (EDITED Match, Market API). The subscription model includes enterprise contracts with demonstrated ROI through customer case studies showing quantifiable improvements in sell-through, margin, and reaction times.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise SaaS subscription with modular pricing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
EDITED product offering
Product offeringCore offering
EDITED provides an AI-powered retail intelligence platform that aggregates competitive data from 90,000 brands and 5 billion+ SKUs across 110+ countries. It delivers modular SaaS solutions for assortment planning, pricing optimization, site merchandising, and customer profitability, plus EDITED Match (AI-assisted product matching) and a Market Data API for BI integration. Customers include enterprise fashion retailers, brands, and apparel manufacturers using the platform for trend validation, competitive benchmarking, and markdown reduction.
Product overview
EDITED is an AI-powered retail intelligence platform offered as a unified platform with modular add-on components. The core Retail Intelligence Platform connects three data sources — company, competitor, and customer — and supports four primary modules: Assortment, Pricing, Site Merchandising, and Customer. Around the core platform, EDITED offers EDITED Match (product matching), the Market Data API (data feed for BI/data lakes), Tariff Tracker (tariff impact dashboard), and Manufacturer Intelligence (for apparel manufacturers). Key AI-powered features include AskEDITED (conversational AI), Research AI (AI-assisted analyst articles), and AI-powered assortment/pricing automation. The platform tracks 90,000+ brands and 5 billion+ SKUs across 110+ countries, and natively integrates with Claude, ChatGPT, and Copilot via Model Context Protocol.
Differentiator
Problem solved
Functional benefit
Products and services
- Retail Intelligence Platform Core AI-powered retail intelligence platform that connects company, competitor, and customer data sources to deliver holistic insights across assortment, pricing, and site merchandising. Designed for enterprise fashion retailers, brands, and apparel manufacturers seeking competitive intelligence at scale.
- Assortment Module AI-powered module for trend identification, assortment structuring, product selection, and range adjustments. Analyzes competitors' assortments against the user's own, identifies whitespace, and surfaces products purchased together to help retailers build and optimize the right assortment.
- Pricing Module AI-powered module that builds price architectures, makes price adjustments, and optimizes promotional and discounting activity. Benchmarks pricing against the market and competitors, identifies underperformers, and automates price changes based on margin targets, overstock, or low conversion.
- Site Merchandising Module Module for benchmarking sites against competitors, identifying messaging opportunities, optimizing product exposure, and measuring digital impact. Analyzes messaging and digital metrics and automates sort orders to enhance product discoverability and conversion.
- Customer Module Unifies customer data across channels to help retailers understand their most valuable customers, buying patterns, and impact on profitability, enabling optimized site experiences and boosted conversions.
- EDITED Match AI and human-in-the-loop product matching software that finds exact or similar product matches across a custom product set, enabling real-time reactions to competitor price and stock changes, geographic pricing, price automation, and replenishment actions.
- Market Data API Self-serve API providing access to EDITED's retail competitive data covering 90,000+ brands and 5 billion+ SKUs across 110+ countries. Data flows into customer data lakes and integrates with BI tools via a customizable JSON feed, with sample data and documentation available.
- Tariff Tracker Real-time dashboard powered by EDITED's AI platform that monitors new product arrivals, pricing and discounting fluctuations, and category performance across major markets to help retailers understand tariff impacts on margins.
- Manufacturer Intelligence AI-powered package providing apparel manufacturers with retail market insights across 110 global markets. Enables trend tracking, competitor assortment benchmarking, whitespace identification, assortment gap analysis, and trend momentum demonstration to support retailer partnerships.
Quantifiable outcome
- 10% increases in full-price sell-through
- +11 more outcomes
Companies that use EDITED
Customer profileNamed customers17 records
Segments7 records
Ideal customer profiles3 records
EDITED technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability8 records
Feature10 records
EDITED partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered flagship, core, acquisition and minor.
- CiderflagshipEDITED announced an expanded partnership with Cider, integrating new AI capabilities to enhance retail decision-making and streamline product and campaign lifecycle management. Cider leverages EDITED's real-time data and AI-driven tools to improve trend analysis, assortment strategy, and market responsiveness. From concept to campaign, Cider's teams use EDITED to connect creativity and strategy across their global fashion operations.
- AlixPartnerscoreEDITED collaborates with global consulting firm AlixPartners to help retailers navigate rapidly changing markets. The collaboration combines EDITED's real-time data and analytics with insights from AlixPartners' Consumer Sentiment Index (CSI) to deliver a holistic view of shifting consumer behaviors, price trends, and product strategies.
- DynamicActionacquisitionEDITED acquired DynamicAction, a retail analytics company, to enhance its retail automation solutions. The acquisition aimed to integrate internal and industry-wide market data to improve decision-making for retailers amidst rising e-commerce growth. Brian Tomz, formerly COO and CSO at DynamicAction, joined EDITED as Chief Product Officer.
- University of WestminsterminorEducation Partner providing free platform access to fashion students. Integrates EDITED's retail intelligence platform into merchandising curriculum to prepare students for data-driven fashion careers.
- University of DelawareminorEducation Partner. Professor Sheng Lu notes that students gain unique insights into fashion companies' evolving business strategies through hands-on data analysis using EDITED.
- University of the Arts London (UAL)minorEducation Partner at London College of Fashion. Provides students access to cutting-edge industry tool in classroom setting.
- RMIT UniversityminorEducation Partner providing retail intelligence platform access to fashion and apparel studies students.
- Woodbury UniversityminorEducation Partner in School of Business (Fashion Marketing).
- University of ManchesterminorEducation Partner providing TAB program access.
- UCA (University for the Creative Arts)minorEducation Partner.
- Solent UniversityminorEducation Partner.
- Ravensbourne University LondonminorEducation Partner.
- Oregon State UniversityminorEducation Partner in Sports Product Management.
- Nottingham Trent UniversityminorEducation Partner.
- Heriot-Watt UniversityminorEducation Partner.
- FIT (Fashion Institute of Technology)minorEducation Partner.
- Fashion Retail AcademyminorEducation Partner.
- Falmouth UniversityminorEducation Partner.
- Cardiff Metropolitan UniversityminorEducation Partner.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
EDITED competitors and assessment
Company assessmentDirect peers
- StyleSage: StyleSage is a direct competitor offering AI-driven competitive assortment, pricing, and product intelligence for fashion and apparel retailers. Closely overlaps EDITED's core value proposition across benchmarking and trend analysis.
Broad incumbents
- NielsenIQ: NielsenIQ is a global retail measurement and consumer intelligence powerhouse serving CPG and retail with point-of-sale data and analytics. Overlaps with EDITED on competitive retail intelligence but at much larger scale and broader category scope.
- Circana (formerly IRI and The NPD Group): Circana is a major retail and consumer goods intelligence firm combining IRI's CPG measurement with NPD's industry tracking. Competes with EDITED in retail market intelligence at a substantially larger scale and broader product portfolio.
- Blue Yonder: Blue Yonder provides AI-driven supply chain, merchandising, and pricing solutions for retailers. Competes with EDITED's assortment and pricing modules but as part of a much broader enterprise retail platform suite.
- Heap: Heap is a digital analytics platform that captures user behavior across web and mobile. Provides complementary (not directly competing) product/site analytics to EDITED's competitive intelligence focus, but increasingly overlapping in e-commerce merchandising use cases.
- Amplitude: Amplitude is a product analytics platform with growing investment in retail and e-commerce use cases. Overlaps with EDITED on customer behavior and conversion analytics but takes a product-led growth rather than enterprise field sales approach.
- Tableau: Tableau is a leading BI and data visualization platform that retailers use as a general-purpose analytics layer. Competes with EDITED in the broader analytics stack, especially where customers build in-house competitive intelligence on top of BI tools.
- Similarweb: Similarweb provides digital market intelligence including web traffic, app usage, and competitive benchmarking. Adjacent to EDITED's competitive intelligence offering, particularly for digital merchandising and pricing benchmarks.
Emerging players
- Akeneo: Akeneo is a Product Information Management (PIM) platform serving retailers and brands with product data centralization. Overlaps with EDITED on the product data layer and is increasingly bundling competitive intelligence features.
- Sales Layer: Sales Layer is a PIM and product data synchronization platform used by apparel and retail brands. Adjacent to EDITED in the product data stack but focused upstream on product catalog management rather than competitive benchmarking.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
EDITED social profiles
Digital presenceEDITED financial estimates
Financial estimateRevenue estimate
Valuation estimate
EDITED leadership team
Management profileNumber of profiles
Profiles5 records
EDITED subsidiaries and ownership
Company hierarchySubsidiaries1 record
EDITED funding detail
Funding detailFunding overview
Funding rounds7 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EDITED M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about EDITED
What does EDITED do?
EDITED provides an AI-powered retail intelligence platform that aggregates competitive data from 90,000 brands and 5 billion+ SKUs across 110+ countries. It delivers modular SaaS solutions for assortment planning, pricing optimization, site merchandising, and customer profitability, plus EDITED Match (AI-assisted product matching) and a Market Data API for BI integration. Customers include enterprise fashion retailers, brands, and apparel manufacturers using the platform for trend validation, competitive benchmarking, and markdown reduction.
Is EDITED a public or private company?
EDITED is a private company. It is classified as venture growth investor backed and is currently operating.
When was EDITED founded?
EDITED was founded in 2009. It employs 101 to 250 people.
Where is EDITED based?
EDITED is headquartered in London, United Kingdom, in the Europe region.
How does EDITED make money?
One revenue line is on record: saaS Platform Subscription.
Who are EDITED's main competitors?
StyleSage is listed as a direct peer. Broad incumbents are NielsenIQ, Circana (formerly IRI and The NPD Group), Blue Yonder, Heap, Amplitude, Tableau and Similarweb. Emerging players are Akeneo and Sales Layer.
Does EDITED have an API?
Yes. EDITED Market Data API enables retailers to pull in retail competitive data to gain a contextualized view of their performance. The API provides access to EDITED's comprehensive retail data set including data from 90,000+ brands and 5 billion+ SKUs across multiple countries. Users can customize the feed to bring in only relevant categories and brands, with clean, normalized, easy-to-search data. Sample JSON data and documentation are available for download on the product page. EDITED also offers native integration of its intelligence into Claude, ChatGPT, and Copilot. Developer documentation is at edited.com/products/edited-data.
What industry is EDITED in?
EDITED's product category is Retail Intelligence Software. Its primary akta.pro industry code is HDAEAMAD, Augmented Analytics & AI-Assisted BI (NLQ/NLG, Insights), with a secondary code of HDAAAGAA, E-commerce & Retail Recommendation Engines. Its NAICS code is 513210 and its SIC code is 7372.