Australian leather accessories brand The Daily Edited (TDE) has been opening up concession counter stores all around the country, and now Adelaide has its first store inside David Jones, Adelaide Central Plaza.
Alyce Tran, TDE co-founder and Adelaide ex-pat, launched the brand in August 2014 with fellow lawyer Tania Liu and they’ve seen sales grow ten-fold, with hitting the double digit millions last year.
TDE is known for their personalised leather goods that can be monogrammed with your initials. Adelaide men and women no longer have to wait for their order to arrive via post, as they can head into the new David Jones concession and have their piece monogrammed on the spot.
“Although we are a predominately online business, we have taken our business into
the retail space through partnering with David Jones for our concession stores across
Australia in Brisbane, Sydney, Melbourne, and now we have brought the brand to my
hometown, Adelaide,” says Alyce.
“I’m very excited about having a physical touch point for the brand in Adelaide and to be presenting our latest collection at the Adelaide Fashion Festival presented by Mercedes-Benz Adelaide next month.
“All pieces showcased during AFF will be
available for immediate purchase at our concession store in David Jones, Adelaide