EDITED

Women's Fashion Retailedited.de

EDITED is a direct-to-consumer women's fashion label operated by ABOUT YOU SE & Co. KG, selling apparel, accessories, and footwear across 11 European e-commerce storefronts with a sustainability-led sourcing strategy and multi-textile certification stack.

Company typePrivate
Founded2014
HeadquartersHamburg, Germany
Headcount101–250
GTM typeB2C
OfferingHardware or Manufacturing

What EDITED does

EDITED is a direct-to-consumer women's fashion brand founded in 2014 by ABOUT YOU SE & Co. KG and headquartered in Hamburg, Germany. The brand operates an e-commerce storefront across 11 localized European country domains (Germany, Austria, Switzerland, Belgium, Netherlands, Italy, France, Spain, Denmark), selling seasonal collections of apparel — dresses, tops, blouses, sweaters, jackets, blazers, skirts, pants — together with accessories and footwear, targeted at trend-conscious women seeking a mix of timeless basics and seasonal pieces. The offering is structured around the core EDITED label, the EDITED Essentials sub-line for evergreen basics, and forward-seasonal collections such as the Summer 2026 "Soft Power" range.

The technology and operations stack is standard e-commerce infrastructure shared with the parent ABOUT YOU group: Storyblok as headless CMS, Usercentrics for GDPR-compliant consent management, Zendesk for customer service, and Meta/Apple for social login. Payment processing is handled by Klarna (Pay Later, SOFORT) and PayPal; logistics run through Hermes for outbound German shipping and DHL for returns. There is no disclosed proprietary technology, AI/ML system, or platform layer that differentiates EDITED's technical foundation from a typical mid-market fashion DTC site.

The business model is straightforward unit-based retail: products priced between approximately €15 and €130 (typical range €25–€70), free shipping above €50, 30-day returns, and Klarna-enabled buy-now-pay-later. The brand differentiates on sustainability — 70% sustainable fiber sourcing by 2021, up from 25% in 2020 — backed by an unusually broad certification stack (GOTS, GRS, OCS, RWS, RMS, LWG, LENZING ECOVERO, TENCEL). Revenue is consolidated within the publicly listed parent ABOUT YOU SE & Co. KG (Frankfurt, ticker YOU) and is not separately disclosed.

EDITED firmographics

Firmographics

Name: EDITED
Legal name: ABOUT YOU SE & Co. KG
Website: https://edited.de
Company type: Private
Founded year: 2014
Operating status: Operating
Headcount range: 101–250 employees
Short description: EDITED is a direct-to-consumer women's fashion label operated by ABOUT YOU SE & Co. KG, selling apparel, accessories, and footwear across 11 European e-commerce storefronts with a sustainability-led sourcing strategy and multi-textile certification stack.
Ownership category
akta.pro rank

Where EDITED is headquartered

Location

Headquarters

HQ city: Hamburg
HQ country: Germany
HQ region: Europe

Offices1 record

Markets served

EDITED business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

Direct E-commerce Sales: EDITED generates revenue through direct online retail sales of women's fashion apparel, accessories, and footwear. Customers purchase products at listed prices through the e-commerce platform, with revenue realized upon transaction completion.

Pricing tiers

Model	Billing	Price
Unit Pricing	Pay-as-you-go	Regular price items

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

EDITED product offering

Product offering

Core offering

EDITED is a direct-to-consumer women's fashion brand and e-commerce retailer operating across 11 European country-specific domains. The brand designs, produces, and sells seasonal women's apparel (dresses, tops, blouses, sweaters, jackets, blazers, skirts, pants), accessories (jewelry, hats, scarves), and footwear under its own private label. EDITED also operates the EDITED Essentials sub-line focused on timeless wardrobe basics, with a strong emphasis on sustainable materials.

Product overview

EDITED is a direct-to-consumer fashion e-commerce platform and brand operated by ABOUT YOU SE & Co. KG, founded in 2014 and headquartered in Berlin, Germany. The offering consists of EDITED as the core fashion brand featuring seasonal women's clothing collections (dresses, tops, shirts, blouses, sweaters, jackets, blazers, skirts, shorts, pants), accessories (jewelry, hats, scarves), and shoes. The portfolio includes EDITED Essentials as a timeless basics sub-line. The brand operates across multiple European markets (Germany, Austria, Switzerland, Belgium, Netherlands, Italy, France, Spain, Denmark) through regional domain URLs. EDITED emphasizes sustainability with a growing share of sustainable materials (70% of production volume by 2021) and holds multiple textile certifications including GOTS, GRS, OCS, RWS, RMS, and LWG. The e-commerce platform supports customer accounts, wishlists, newsletter subscriptions with 10% welcome discount, multiple payment methods (PayPal, Klarna, SOFORT, credit cards), and free shipping on orders over €50 with 2-4 business day delivery.

Differentiator

Problem solved

Functional benefit

Products and services

EDITED Core women's fashion brand offering seasonal collections of apparel (dresses, tops, blouses, sweaters, jackets, blazers, skirts, shorts, pants), accessories, and shoes. Targets trend-conscious women across Europe seeking affordable yet quality fashion with a sustainability focus.
EDITED Essentials

Quantifiable outcome

Sustainable fiber share increased from 25% (2020) to 70% (2021) of total production

Companies that use EDITED

Customer profile

Segments1 record

Ideal customer profiles1 record

EDITED technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration8 records

EDITED partnerships and signals

Strategic signal

Partnerships

Six partnerships are on record, tiered core.

HermescoreOthersLogistics partnership for domestic shipping within Germany. EDITED ships merchandise through Hermes as its primary logistics partner, with tracking numbers provided for shipment monitoring. Free returns also accepted via Hermes.
DHLcoreOthersSecondary logistics partnership for free returns. DHL serves as an alternative return shipping option alongside Hermes, enabling customers to return items at Paketshops and Packstations.
KlarnacoreTechnology or IntegrationPayment services partnership enabling customers to pay via invoice (Pay Later), SOFORT transfer, and other Klarna payment methods. Klarna handles payment processing and credit assessment for buy-now-pay-later options.
PayPalcoreTechnology or IntegrationPayment processing partnership enabling secure checkout through PayPal accounts. Refunds for returns are credited to the PayPal account used for purchase.
ICEA (Istituto per la Certificazione Etica e Ambientale)coreOthersCertification body providing audit and certification services for EDITED's sustainability claims including GOTS, RWS, GRS, OCS, and RMS certifications. ICEA verifies supply chain compliance with environmental and social standards.
Lenzing AGcoreOthersMaterials supplier partnership for sustainable fiber materials including TENCEL Lyocell, TENCEL Modal, and ECOVERO viscose. These certified fibers are used in qualifying EDITED products marked as sustainable.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

EDITED competitors and assessment

Company assessment

Direct peers

COS: H&M Group's contemporary women's apparel label with minimalist design, sustainable materials emphasis, and European DTC footprint. Highly comparable to EDITED on aesthetic, price band (€30–€150), and sustainability positioning.
ASOS: UK-based pure-play DTC women's fashion retailer serving a similar 20-something trend-conscious demographic across Europe. Comparable on assortment breadth, €€ pricing architecture, and reliance on digital marketing and returns-friendly fulfillment.
Sézane: Parisian digitally-native women's apparel brand with affordable-luxury positioning, sustainability messaging, and European DTC presence. Highly comparable to EDITED on brand ethos, €€ pricing, and curated seasonal collection cadence.
& Other Stories: H&M Group's premium contemporary women's label with curated collections, accessories, and shoes. Closely comparable to EDITED on assortment mix (clothing, shoes, accessories), editorial aesthetic, and €25–€200 price band.
Vero Moda: Bestseller-owned Danish women's apparel brand with strong Northern/Western European DTC presence. Comparable on women's apparel focus, €15–€130 price band, and trend-led seasonal collection model.
Massimo Dutti: Inditex-owned contemporary women's and men's apparel brand with elevated price points and a European DTC presence. Comparable to EDITED on its more premium outerwear, knitwear, and tailoring offerings.
ABOUT YOU: Parent company and the broader European fashion marketplace in which EDITED sits as a private-label brand. ABOUT YOU also sells third-party women's apparel brands, putting it in direct competition with EDITED on assortments, pricing, and audience across the same 9+ European markets.
Mango: Spanish-headquartered women's apparel DTC brand with strong European footprint and 'affordable-luxury' positioning very close to EDITED's. Comparable on price band, trend-led collections, sustainability commitments, and reliance on digital channels for growth.

Broad incumbents

Zara: Inditex-owned global fast-fashion leader with a deep women's apparel assortment and rapid trend-turn model. Comparable to EDITED in customer (trend-conscious women), price band overlap (entry to mid-premium), and pan-European DTC and store footprint.
H&M: Largest European fast-fashion retailer competing across the same women's apparel price band as EDITED (€15–€130). Comparable on DTC e-commerce strength, multi-country European presence, and increasingly comparable sustainability positioning ( Conscious collection, recycled fibers).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

EDITED compliance and trust

Trust signal

Compliance10 records

EDITED financial estimates

Financial estimate

Revenue estimate

Valuation estimate

EDITED leadership team

Management profile

Number of profiles

Profiles1 record

EDITED funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

EDITED M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EDITED

What does EDITED do?

Is EDITED a public or private company?

EDITED is a private company. It is classified as corporate owned and is currently operating.

When was EDITED founded?

EDITED was founded in 2014. It employs 101 to 250 people.

Where is EDITED based?

EDITED is headquartered in Hamburg, Germany, in the Europe region.

How does EDITED make money?

One revenue line is on record: direct E-commerce Sales.

Who are EDITED's main competitors?

Direct peers on record are COS, ASOS, Sézane, & Other Stories, Vero Moda, Massimo Dutti, ABOUT YOU and Mango. Broad incumbents are Zara and H&M.

Does EDITED have an API?

No public API is recorded for EDITED.