British online store The Edit LDN transforms prized sneaker industry as sales soar
Name change: The Edit Man London updates name to The Edit LDN as their community broadens with male/female buyers split 50/50
Trending: Since launch in January 2020, sales have soared 60% month-on-month
Ambition: To raise funding that will scale business into the US and South East Asia markets, as it targets £60m valuation by 2025
Community: The Edit LDN actively champions a range of issues its community seek to raise awareness for including mental health, sustainability and gun crime
The UK’s leading online store for limited edition sneakers and high end streetwear The Edit Man London has rebranded to The Edit LDN. The name change reflects the rapidly growing female appeal for new and pre-loved sneakers and streetwear as sales grow 80% month-on-month in the last 12 months.
The Edit LDN is an online consignment store that sells new and pre-loved goods from a variety of brands including Yeezy, Jordan, Louis Vuitton, Dior, Off-White, Supreme, Fear of God among others to a wide community of fashionistas, collectors and investors.
Just as premium sites like Farfetch address the fashion world, The Edit LDN is the leading destination for limited edition sneakers and high end streetwear. They connect premium resellers with a highly engaged, price agnostic and eager audience. Through partnerships with styling services such as Thread.com and various concierge companies, THE EDIT LDN has expanded its community of buyers from TV and film celebrities to professional footballers and royal families around the world.
Moses Rashid, founder and CEO of The Edit LDN commented: “As a brand we want to remain current and relevant to our community, our new name now fairly represents and embraces our diverse community but is true to its origins. We dropped the ‘Man’ from the name simply because the number of women buying had been steadily increasing since launch in January 2020 and passed 50% in March this year. It was the right thing to do.”
The Edit LDN has established itself as a trusted source of authenticated and high quality new and pre-loved streetwear and sneakers. Their unabating focus on speed (to deliver purchased goods), customer service engagement and ensuring all goods are authenticated has been testament to the growth of the platform and community.
“We set out to create a destination that opens up and levels up the opportunity for anyone wishing to own extremely limited edition goods. Essentially we make Inaccessible, accessible. Previous means to buy these goods have been riddled with issues such as sending payments to random resellers found on social media, authenticity issues when buying online and long delivery times on purchases from global marketplaces. The Edit LDN addresses all these concerns and is transforming the customer experience and industry simultaneously, added Moses”.
In 2021 (to April), The Edit LDN attracted more traffic, transactions and revenue than in their first year of trading (2020). With 60% month-on-month growth and mounting interest, the business is set to take-off. “We’re regularly selling sneakers and streetwear worth £1,500 each. Recently, we sold a Gucci TNF jacket for £9,200. It’s not only the variety of goods we offer but the speed at which we send purchases. Just last year we managed to source and sell 44 Playstation 5 games consoles to the England U21 football team within 24 hours, literally dispatching them in Ubers to their homes” said Moses.
Looking ahead, Moses added: “This is a marketplace worth $6b a year globally and will grow 5x by 2030. By the end of this year, The Edit LDN will be worth £10m and given the hyper growth rate of our sales and revenues, we will 3x our valuation by the end of 2022 for sure. In meeting the needs of this rapid scaling, we will seek to raise funds this year to propel us as we launch in new markets”.
The Edit LDN has its community and social conscious front of mind. They have raised funds and awareness against gun crime, mental health and sustainability issues. In 2020, the company collaborated with the artist McCrow as part of the One Less Gun campaign to create a sneaker with bullet shells from an AK-47 rifle. Working with Gary James McQueen in aid of MIND mental health charity, they raised funds with an exclusive T-shirt drop featuring the famous McQueen Vanitas skull.
In owning their sustainability agenda, they turned their focus to the circular economy by selling pre-owned (or pre-loved) goods through the platform. In addition to this, they are a paperless company and only ship products using recycled packaging.
“At the heart of The Edit LDN proposition is a focus on social and economic issues. These are matters that are important to us and our community, so we recognise that we’re in a super hot market right now so we want to use our platform to make a long lasting impact where possible” concluded Moses.
