We’re reinventing fashion retail

We fused the power of data science with apparel retail.


EDITED is used by the world’s best brands and retailers to have the right product at the right time, at the right price. But more than that, it’s become the single biggest source of real-time retail data in the world. Now industry professionals can know more about their markets than ever before.

Every day brands and retailers on six continents use EDITED to understand their markets in real-time and trade more efficiently. And it’s not just cutting-edge online retailers; this a product that’s transformative for every business. Data is essential. You need data to compete with the best companies in the world, and to give your customers the best product.

Our team works hard to help our customers trade better than ever before. We’re serious about our colleagues, and we have a high performance, high responsibility and high context culture.

We’re data scientists, retail professionals, analysts, engineers, business people and all of us are the very best in the world at what we do. Read more about working at EDITED.

Our product is used by the world’s biggest brands and retailers. It’s easy to understand, powerful, and transformative to your business. We’d love to show you what it can do.

Get in touch for a demo >

Our Founders

Geoff Watts and Julia Fowler co-founded EDITED in London in 2009.

They started the company because Julia knew the way the fashion industry was making decisions meant a lot of mistakes, discounts and disposals. Much of this could be prevented with data. Geoff, an expert at getting results out of big data, helped Julia turn this idea into a business, and together they started EDITED, which has changed the fashion business forever.

Our team

We’re committed to changing retail, and the only way to do that is with a brilliant, inspiring team. We’re looking for great people to join us.

Geoff Watts
Ross Halliday
Bryony Macdonald
Ashmita Taneja
Rochelle Holloway
Rachel Neath
Katerina Moumtzoglou
Andrine Alver
Cristiana Camisotti
Anna Cain
Anna Saleh
Aryan Anbari
Deb Li
Nishtha Kalyani
Kayla Pettenger
Shivana Khatod
Bernardo Raposo
Sadiya Naeem
Alejandro Giacometti
Chris Liu
Jake van Berkel
Joe Berry
Paulo Sampaio
Nick Barrett
Nadine Faria
Diana Bang
Chloe Hajnal-Corob
Aoife Byrne
Jonathan Raoult
Annie Vladev
Panos Katseas
Luke Glazebrook
Aisha Rawji
Julia Fowler
Caitlyn Booton
Bob Renwick
Emma Hevezi
Tara Drury
Katie Burness
Matt Holden
Saskia Wallace
John Baldock
Harry Curotta
Alexandra Armenteras
Kristina Mills
Beth Kiefer
Rebecca Milne
John Spicer
Shasha Zhu
Fran Sheldon
Louise Brooke
Katharine Carter
Michaela Bartlam
Emily Bezzant
Grace Hill
Will Renwick
Bogdan Demeny
Laura Grigerova
Margaux Fleschler
Sophie Coy
Simon Walton
Francesca Corrieri
Carl Kammerer
Katie Smith

Contact us


The Johnson Building
77 Hatton Garden
United Kingdom

+44 20 8099 1785

New York

335 Madison Avenue
Floor 16
New York
NY 10017
United States

+1 (866) 450-1549

San Francisco

350 Rhode Island Street
South Building L3
San Francisco
CA 94103
United States

+1 (866) 450-1549