EDITD raises $4.4m from Index, Frog

The firm will use the fresh capital to boost its headcount across key strategic positions in London, Melbourne and in its recently opened New York office.

The firm raised a $1.6m seed funding round in 2011. Index led the seed round, with support from Atlas Ventures, High Line Venture Partners and several angel investors.

The existing backers also participated in the latest funding round.

Company
Founded in 2009 and based in London, EDITD is a real-time data and analytics firm serving the retail sector. Fashion companies are able to use the company's product to better understand customers and competitors, enabling more appropriate price architecture, product range and positioning.

The platform allows users to increase sales by directing its product pricing strategy based upon most-wanted items. Clients include Asos, Gap and Motel, and are spread across five continents.

People
Robin Klein is a partner at Index. Joe Krancki represented Frog.

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• Topics
• UK / Ireland
• Technology
• Expansion
• United Kingdom
• Index Ventures
• Frog Capital