EDITED
About You (Zalando) · Germany
EDITED is the in house womenswear label of the Hamburg online retailer About You, sold through its own webshop, the About You platform and more than 100 retail partners. Since July 2025 About You has been a subsidiary of Zalando, which makes EDITED part of Europe's largest online fashion group. It should not be confused with the retail analytics company of the same name.
| Operator | ABOUT YOU SE and Co. KG |
|---|---|
| Parent | About You, a Zalando subsidiary since July 2025 |
| Headquarters | Hamburg, Germany |
| Segment | Mid-market womenswear |
| Retail partners | More than 100 in seven countries |
| Website | edited.de |
What is EDITED?
EDITED is a fashion brand created and run by About You. Its online store offers contemporary womenswear such as knitwear, trousers, shirts, tops, blazers, jackets and coats, with prices mostly between about 50 and 200 euros. The brand is unrelated to the London based retail analytics company EDITED.
History
About You was launched in Hamburg in 2014 as an e-commerce project financed by the Otto Group and later listed on the Frankfurt Stock Exchange. It developed own brands, including EDITED, alongside third party labels. In December 2024 Zalando announced its intention to acquire About You, and the transaction was completed on 11 July 2025, after which About You was delisted and became a Zalando subsidiary. EDITED's own launch date is not documented in the sources reviewed.
Products and positioning
EDITED sits in the mid-market, offering trend aware wardrobe pieces for women. The range includes:
- Knitwear and outerwear
- Trousers, shorts, shirts and tops
- Essentials and seasonal edits
- Accessories
Business model and distribution
EDITED combines several channels. According to Wikipedia, it is sold through its own webshop and through more than 100 retail partners in Germany, the Netherlands, Belgium, Switzerland, Austria, Denmark and the Czech Republic. The webshop, operated by ABOUT YOU SE and Co. KG, also serves markets including Italy, France and Spain, and the brand is available on the About You platform. About You reported revenue of about 2.44 billion euros for the financial year ending February 2025.
Why it matters
EDITED is an example of a platform owned private label that has expanded into wholesale, a model in which data from a large marketplace informs the assortment of an own brand. Under Zalando ownership, it is part of a group that combines platform, private labels and partner programmes at European scale.
Frequently asked questions
Who owns EDITED?
EDITED is an own brand of the online retailer About You. Zalando completed its acquisition of About You in July 2025, so the label is now part of the Zalando group.
Is EDITED the same as the retail analytics company EDITED?
No. The fashion label EDITED belongs to About You, while EDITED the retail analytics company is a separate London based software business.
