Geoff Watts
Co-founder of the retail analytics company EDITED
Geoff Watts is the co-founder of EDITED, the retail market intelligence company that tracks product, pricing and assortment data across tens of thousands of fashion brands. Together with Julia Fowler he helped show that fashion merchandising decisions could be based on real-time data rather than intuition alone.
| Role | Co-founder of EDITED |
|---|---|
| Co-founder | Julia Fowler |
| Organisation | EDITED, retail market intelligence |
| Current EDITED CEO | Doug Kofoid (since 2022) |
| Based in | Perth, Western Australia |
Who is Geoff Watts?
Geoff Watts is a technology entrepreneur and the co-founder of EDITED, a software company that collects and analyses retail data so that fashion brands and retailers can make better decisions about what to make, how much to make and how to price it. He co-founded the business with Julia Fowler, a former fashion designer, and served as its chief executive in its early years. He is now based in Perth, Western Australia.
Career
EDITED was established at the end of the 2000s in London. Watts and Fowler set out to replace slow and largely manual market research with automated tracking of what retailers were actually selling online. Watts became a familiar speaker at retail technology events such as Shoptalk and received the Growing Business Young Guns award, which recognises young entrepreneurs in the United Kingdom.
The company has since grown under professional management. Doug Kofoid has been chief executive since 2022, and EDITED has absorbed DynamicAction, a retail analytics firm. Its leadership team now includes a chief revenue officer, a chief product officer and a chief technology officer.
Influence on the fashion business
EDITED describes its database as the world's largest aggregation of global retail data, covering about 90,000 brands and more than 5 billion SKUs tracked every day. For merchandisers and buyers this means they can see:
- Which products competitors have launched and in which categories
- How prices and discounts move over a season
- When items sell out or are replenished
- How assortments differ between markets and channels
This kind of competitive intelligence helped popularise the idea of data-led merchandising in an industry that had long relied on trend forecasting and instinct.
Geoff Watts and technology
From the start, EDITED was built on technology: web data collection, product classification and analytics. The company now promotes what it calls an AI+ approach, offering conversational intelligence, automated reporting and native integrations with AI assistants including Claude, ChatGPT and Copilot, and positions its product as retail superintelligence.
Why it matters
Watts belongs to the first generation of founders who treated fashion as a data business. The market intelligence category he helped build is now a foundation for AI applications in pricing, assortment planning and demand forecasting.
Frequently asked questions
Who is Geoff Watts?
Geoff Watts is the co-founder of EDITED, a retail analytics company that tracks products, prices and assortments across tens of thousands of fashion brands. He co-founded it with former designer Julia Fowler and led it as chief executive in its early years.
What does EDITED do?
EDITED aggregates retail data on about 90,000 brands and more than 5 billion SKUs so that retailers can analyse competitors' products, pricing and stock. It now promotes AI features such as conversational analysis and integrations with AI assistants.