The Daily Edited

The Daily Edited (TDE) is an Australian luxury fashion brand, specialising in monogrammable leather goods. It is based in Sydney, Australia, but is available both online and through stores in Australia, Singapore and the United States. It sells embossed and personalised women's and men's leather goods, stationery and desk accessories, including bags, pouches, clutches, wallets, phone cases, diaries and overnight bags. The TDE brand is known for its focus on individuality and personalisation, reflecting its ethos that “you can make it your own”.^[2]

The Daily Edited

Company type	Private
Industry	Retail
Founded	August 2014
Founders	Alyce Tran and Tania Liu
Headquarters	Sydney, Australia
Products	Luxury goods
Revenue	$30 million (2018)[1]
Website	www.thedailyedited.com

In November 2022, the company was put up for sale after being placed in administration.^[3][4] In December 2022, The Daily Edited was purchased by BJM and managed by another brand in the portfolio, Colette by Colette Hayman.^[5][6]

History

The Daily Edited was founded by Alyce Tran and Tania Liu while the two were working as lawyers at Allens in Perth. It was initially launched on Instagram in 2011 as a lifestyle blog and fashion label, before rearticulating itself as an online leather goods brand in August 2014.^[7] It soon expanded, selling personalised leather goods through in-store through a partnership with David Jones, in Sydney, Melbourne, Adelaide, and Brisbane. They have opened stand alone Flagship stores at Chadstone Shopping Centre in Melbourne,^[8] Pitt Street Mall in Sydney's CBD ^[9] and on Bleecker Street in New York. They have a new flagship store opening in the Queen Victoria Building in Sydney’s CBD in 2021. In the past the brand has also partnered with department stores in Singapore at Robinsons and Tangs.^[10]

Notable brand representatives

Lara Bingle, an Australian model and media personality, was featured in TDE's Summer Christmas campaign in December 2015.^[7]

American model Hailey Baldwin collaborated with The Daily Edited in 2016, promoting a collection labeled as #theHAILEYedited.^[11]

In 2017 the Stallone Sisters, Sistine, Sophia, and Scarlet, the three daughters of movie star Sylvester Stallone, were featured in the #MeetTheStallones campaign promoting a new capsule collection for TDE.^[12][13]

Most recently US actor and supermodel Amber Valletta was featured in the Amber In Residence campaign for the brand.^[14]