The Daily Edited

The Daily Edited, commonly abbreviated as TDE, is an Australian fashion accessories brand focused on personalized and monogrammable leather goods. Its range has included handbags, pouches, clutches, wallets, phone cases, diaries, stationery, desk accessories and overnight bags for women and men. The brand’s central proposition is that a relatively simple leather accessory can become more individual through embossed initials, names or other customization options. The business began in 2011 when Alyce Tran and Tania Liu, then lawyers at Allens in Perth, launched an Instagram-based lifestyle blog and fashion label. Their initial activity developed into a more focused leather-goods business, and in August 2014 The Daily Edited was repositioned as an online brand specializing in customizable accessories. This shift placed personalization, direct digital commerce and visually distinctive product presentation at the center of the company’s identity. TDE subsequently expanded beyond its online beginnings through retail partnerships. A significant Australian distribution relationship with department store David Jones helped place its personalized products in Sydney, Melbourne, Adelaide and Brisbane. The brand also opened standalone locations, including flagship stores at Chadstone Shopping Centre in Melbourne, Pitt Street Mall in Sydney and Bleecker Street in New York. International retail activity included partnerships with Singaporean department stores Robinsons and Tangs. A further Sydney flagship was planned for the Queen Victoria Building in 2021. Marketing has relied heavily on fashion, entertainment and social-media visibility. Lara Bingle appeared in a 2015 summer Christmas campaign, while American model Hailey Baldwin collaborated on a 2016 collection promoted under the name #theHAILEYedited. In 2017, Sistine, Sophia and Scarlet Stallone featured in the #MeetTheStallones campaign for a capsule collection. Actress and model Amber Valletta was later associated with the Amber In Residence campaign. These partnerships supported the brand’s emphasis on personal style, gifting and the transformation of branded products into individualized possessions. The company experienced a major ownership transition in late 2022. It was placed under administration and offered for sale, and in December of that year it was acquired by BJM. Following the acquisition, the brand was managed by Colette by Colette Hayman, another label in the purchaser’s portfolio. In 2025, The Daily Edited and Colette were acquired by Group48. The stated direction was to relaunch The Daily Edited as an online-only business, indicating a move away from the earlier combination of standalone stores, department-store concessions and digital sales. TDE occupies the accessible-to-premium fashion accessories segment rather than competing primarily through large-scale luxury leather craftsmanship. Its differentiation comes from customization, gifting convenience, social-media presentation and a broad assortment of small leather goods. The brand’s current long-term operating structure, product assortment and website availability require verification following the 2025 ownership change and proposed online relaunch.

The Daily Edited was created by Alyce Tran and Tania Liu, who were working as lawyers at Allens in Perth when they began developing the venture. The project first appeared on Instagram in 2011 as a lifestyle blog and fashion label. This early format gave the founders a social-media outlet for testing ideas around fashion, personal style and consumer engagement before the business adopted a more defined commercial model. In August 2014, the company reoriented itself as an online leather-goods brand. The revised proposition centered on leather accessories that customers could personalize, particularly through monogramming and embossed initials. Rather than treating customization as an occasional bespoke service, TDE made it a visible part of the shopping experience and brand identity. Its assortment grew to include handbags, pouches, clutches, wallets, phone cases, diaries, stationery, desk accessories and overnight bags for both women and men. The brand’s early digital focus was supplemented by physical retail. A partnership with David Jones brought TDE products into stores in Sydney, Melbourne, Adelaide and Brisbane. The company later developed standalone retail sites, including stores at Chadstone Shopping Centre in Melbourne, Pitt Street Mall in Sydney’s central business district and Bleecker Street in New York. It also worked with department stores in Singapore, including Robinsons and Tangs. A new flagship at Sydney’s Queen Victoria Building was planned for 2021, reflecting the importance of physical presentation and customization-led customer experiences during the brand’s retail expansion. Publicity and collaborations formed another important part of the company’s development. Lara Bingle appeared in a summer Christmas campaign in December 2015. In 2016, Hailey Baldwin collaborated with TDE on a collection promoted as #theHAILEYedited. The following year, Sistine, Sophia and Scarlet Stallone were used in the #MeetTheStallones campaign for a capsule collection. Amber Valletta later appeared in the Amber In Residence campaign. These associations connected TDE with models, actors and public figures whose visibility reinforced the brand’s fashion positioning and its appeal as a personalized gift or lifestyle accessory. The company entered a period of financial and ownership uncertainty in 2022, when it was placed under administration and offered for sale. BJM acquired the business in December 2022, approximately one month after the administration process began. Following the transaction, The Daily Edited was managed by Colette by Colette Hayman, another brand within the purchaser’s portfolio. This arrangement placed TDE within a broader fashion-accessories operating structure rather than leaving it as an independent founder-led label. In 2025, Group48 acquired both The Daily Edited and Colette. The announced plan was to relaunch TDE as an online-only business. This represented a strategic change from the company’s earlier retail footprint, which had included Australian and overseas stores as well as department-store partnerships. The online-only direction is consistent with the brand’s original digital roots and could allow it to retain personalization and direct-to-consumer selling while reducing the costs associated with physical retail. Details of the relaunch, current product range, leadership and geographic availability remain subject to confirmation.

• 2025

  Acquisition by Group48 and planned online relaunch

  [1]The Daily Editeden.wikipedia.org

  Group48 acquired The Daily Edited and announced plans to relaunch it as an online-only brand.

• 2022

  Administration and acquisition by BJM

  [1]The Daily Editeden.wikipedia.org

  The company was placed under administration and put up for sale before BJM acquired it in December.

• 2015

  David Jones retail expansion

  [1]The Daily Editeden.wikipedia.org

  A partnership with David Jones extended the brand’s Australian retail presence across Sydney, Melbourne, Adelaide and Brisbane.

• 2014

  Repositioned as an online leather-goods brand

  [1]The Daily Editeden.wikipedia.org

  The Daily Edited shifted its focus toward online sales of embossed and personalized leather goods.

• 2011

  Instagram-era launch

  [1]The Daily Editeden.wikipedia.org

  Alyce Tran and Tania Liu launched the project as an Instagram lifestyle blog and fashion label while working as lawyers at Allens.

A contemporary Australian fashion accessories brand positioned around personalization, monogramming, gifting and digitally led individual expression.

• Handbags

  Personalized leather handbags

  TDE’s handbags form a major part of its fashion-accessories offering. The products are designed to be personalized through embossed initials or other identifying marks, making them suitable for everyday use and gifting. Their role in the assortment connects the brand’s leather-goods expertise with its broader emphasis on individual expression.

• Leather accessories

  Small leather goods

  The small-leather-goods range has included wallets, pouches and clutches. These compact products are particularly compatible with TDE’s monogramming model because personalization can be added to practical, frequently used accessories. The category also supports lower-priced gifting and coordinated purchases alongside larger bags.

• Technology accessories

  Personalized phone cases

  Personalized phone cases extend the brand’s customization concept into an everyday technology accessory. They sit at the intersection of fashion, utility and identity, allowing customers to apply the TDE treatment to an item used frequently and carried publicly.

• Stationery and office accessories

  Stationery and desk accessories

  TDE has sold stationery, diaries and desk accessories alongside its leather goods. These items broaden the brand beyond handbags and create additional opportunities for personalization, gifting and lifestyle-oriented merchandising.

• Travel accessories

  Overnight bags

  Overnight bags represent the larger travel-oriented end of the product range. They complement the brand’s smaller accessories while preserving the same leather-focused and personalization-led design proposition.

• 2017#MeetTheStallones

  International

  Sistine, Sophia and Scarlet Stallone featured in a campaign supporting a new TDE capsule collection.

  Outcome. The campaign positioned the capsule collection through celebrity-family and social-media appeal; no verified financial outcome is reported.

  Source
• 2016#theHAILEYedited

  International

  Hailey Baldwin collaborated with The Daily Edited on a collection promoted through the #theHAILEYedited identity.

  Outcome. The collaboration gave TDE international fashion visibility; specific sales or reach figures are unavailable.

  Source
• 2015Summer Christmas campaign

  Australia

  Australian model and media personality Lara Bingle featured in TDE’s summer Christmas campaign, linking the brand’s personalized accessories with seasonal fashion and gifting.

  Outcome. The campaign increased the brand’s association with Australian fashion-media visibility; specific commercial results are not reported.

  Source
• Amber In Residence

  International

  Actor and supermodel Amber Valletta was featured in the Amber In Residence campaign for The Daily Edited.

  Outcome. The campaign reinforced the brand’s fashion and lifestyle positioning. The campaign year and measurable results are not specified in the reference material.

  Source

• 2025

  Planned online-only relaunchStrategy

  Background

  Group48 acquired The Daily Edited and Colette after TDE’s earlier administration and change of ownership.

  Action taken

  Group48 announced plans to relaunch The Daily Edited as an online-only business.

  Aftermath

  The plan would shift the brand away from its previous standalone-store and department-store model, although implementation details and the current operating status require verification.

  Source

• 2022

  Sale following administrationM&A

  Background

  The Daily Edited was placed under administration and offered for sale.

  Action taken

  BJM acquired the brand in December 2022 and placed it under the management of Colette by Colette Hayman.

  Aftermath

  The acquisition moved TDE into a portfolio-based operating structure. Purchase price and other transaction terms were not disclosed in the reference material.

  Source

• 2014

  Shift to personalized online leather goodsStrategy

  Background

  The brand began as an Instagram lifestyle blog and fashion label and needed a clearer commercial proposition.

  Action taken

  The Daily Edited refocused its business around online sales of embossed and personalized leather accessories.

  Aftermath

  The repositioning established customization as the brand’s defining proposition and supported subsequent retail expansion.

  Source

1. 1The Daily Editeden.wikipedia.org