Page 21 - February 2022

Harrods, London, UK

orn out of a personal passion and obsession with sneakers, hands on the latest products seamlessly with world-class customer
The Edit LDN is a platform that allows people access to service,” says Rashid.
Bnew, exclusive, Pre Loved sneakers and high-end streetwear. Due to its nature as a predominantly online company, their presence on
Designed around current consumer habits, the platform facilitates a social media mediums is absolutely vital to attracting customers and clients.
simple and fast purchasing process that then guarantees delivery within Instagram is their principal channel, but recently a lot of work has been put
one to five working days. into their social media output and they are seeing a huge growth surge on
The business began life mere weeks before the onset of the other sites such as YouTube, TikTok, Pinterest and Facebook.
Covid-19 pandemic when many people around the world suddenly As part of their social media output, the company has also just
found themselves at home with more free time and more disposable filmed a Harrods content series and they are aligning themselves
income, a unique occurrence which in part has helped the brand grow with influencers from the world of music and sport to raise brand
exponentially in a very short period of time. awareness to represent The Edit LDN brand moving forward.
“While we are principally an e-commerce platform, we do operate Particularly pertinent in the retail industry at the moment is the
a 2,000sq ft concession space within Harrods on the men’s and subject of sustainability and the company certainly play their part in this
women’s floor,” explains Moses Rashid, CEO of The Edit LDN. “After area. They are already paperless and all of their boxes are recycled,
a successful first few months we have extended the contract with and they have technology built into their platform where customers
Harrods which we are delighted with.” can donate a pound and this goes towards planting a tree. Their Pre
Speaking about the company’s future growth, Rashid explains Loved initiative is another key sustainability element, which has been
that they are aiming for global growth through e-commerce in key built purely to drive that circular economy and it now equates to about
territories such as mainland US in cities such as Miami, New York, Los 10 per cent of their overall revenue.
Angeles and San Francisco, the UAE in the countries of Kingdom of So what does Rashid feel are the key drivers of the success they’ve
Saudi Arabia and Qatar and in mainland Europe in countries such as enjoyed to date?
Holland and Germany. “I believe that our value proposition is very clear. We are a global
The vision of the business is all about disrupting and refining the online destination where customers can access the most unique,
market and to be front and centre of the overall growth taking place in premium and limited products. Secondly, we will then deliver that
the sector. The company’s own growth stood at 545 per cent between product to you quicker than any of our competitors and this is
year one and year two, and to assist this push for continual global underpinned with our excellent customer service and our quick query
growth the business is currently in an investment round and is looking response times across all platforms,” comments Rashid.
to speak with investors. Whilst discussing the future and the potential challenges that lie
As a platform for new brands, the key job for Moses and his team ahead, Rashid explains that because the company has been growing
is to ensure that audiences know that The Edit LDN is the place to at such a rapid pace ever since its inception, they have to be careful
source the latest premium sneakers when the next round of ‘drops’ not to grow too quickly and to always make sure the technology they
take place, whether that be the latest Jordans, the latest Yeezy’s or the utilise is fit for scale and that all their processes are systemised and
latest New Balance, there is never a shortage of new brands or new perfect every step of the way.
products being released. “We now know that the demand for our products is there, so we
“At our core we are a platform that connects the buyer and the want to make sure that we service that demand correctly and that’s
seller. We act as the authentication intermediary between them and why at the moment we are a closed marketplace, but that will change
for us it is about making sure that we are the first port of call for these overtime as we start to approach and expand into more territories
sellers to push their product with us because they know they can sell outside of the UK,” he concludes.
it to a higher-end audience and of course for the buyer to get their