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The Edit LDN

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An omni channel marketplace for limited edition sneakers, streetwear & luxury items.

75%
£495,006 target
£374,738 from 14 investors
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Business overview

Location London, United Kingdom
Social media
Website www.theeditldn.com
Sectors Clothing & Accessories Mixed Digital/Non-Digital Mixed B2B/B2C
Company number 12436420
Incorporation date 31 Jan 2020
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Investment summary

Type Equity
Valuation (pre-money) £16M
Equity offered 3.00%
Tax relief

EIS

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Business highlights

  • Global Partner of the Chicago Bulls
  • £5.8M Revenue delivered in YR3, on track to exceed in YR4*
  • 4 Concession Stores inc. Harrods, Harvey Nichols
  • Celebrity Backed - LaLa Anthony, Jesse Lingard
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Key features

  • Secondary Market
  • Seedrs nominee min. £17.84 +
  • Direct investment min. £25,000.00 +

Idea

Introduction

The Edit LDN is a premium global omni-channel marketplace for Limited Sneakers, Streetwear & Luxury Items - Connecting Buyers & Sellers online, with 4 retail concessions in Harrods (London), Galleries Lafayette (Doha), Harvey Nichols (Riyadh), & De Bijenkorf (Amsterdam). Selling both New & PreLoved.

Along with a Partnership with Chicago Bulls, we've garnered celebrity investment from the likes of PJ Tucker, La La Anthony, Ollie Watkins, & Jesse Lingard. We've garnered attention from the likes of Forbes, GQ, Esquire, Vogue, Hypebeast, & more.

We believe we have 4 key components that set us apart:

• Product Curation: Brand Direct deals (Famous YouTuber owned brands, to True Religion, & more) + Early Access product which are sold to celebrities & pro athletes.

• Speed: We look to provide delivery in 0-7 working days.

• Service: 30mins response times on all channels. We also have a personal shopping service to attract repeat HNW customers.

• Culture & Community: We've built a diverse community through initiatives such as our partnership with NBA2K, Her EDIT LDN (Female led initiative), to flying drones through Harrods.

Monetisation strategy

Platform: Our platform connects trusted resellers to a highly engaged audience via a Premium Online Retail environment, with Authentication sitting in the middle.

E-commerce drives over 60% of our revenue across product categories inc. Sneakers, Streetwear, Watches, Bags, Accessories, Shoe Care and More.

Concessions: 4 retail concessions in Harrods (London), Galleries Lafayette (Doha), Harvey Nichols (Riyadh), & De Bijenkorf (Amsterdam).

We're in early conversations to open another 3 across the next 9 months with locations in Vegas, Dublin and Paris being explored currently.

Personal Shopping, which we drive this in 3 ways:

• HNW client book - Range from Celebrities, to HNW to repeat spenders.

• Concierge Partners - We service a number of partners including Threads, Farfetch, Velocity Black, Bettina Looney and more.

• Private Shopping Pop Ups - Typically with Football Clubs, NFL and NBA teams. This provides us access to the players who have large disposable incomes.

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Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This webpage has been approved as a financial promotion by Seedrs Limited ("Seedrs"), which is authorised and regulated by the Financial Conduct Authority. It is not intended to be a promotion of any individual investment opportunity and is not an offer to the public. The summary information provided about investment opportunities on this webpage is intended solely to demonstrate the types of investments available on the Seedrs platform, and any investment decision should be made on the basis of the full campaign. Full campaigns are available to investors who have become authorised to invest on the Seedrs platform. All investment activities take place within the United Kingdom, and any person resident outside the United Kingdom should ensure that they are not subject to any local regulations before investing.

Seedrs does not make investment recommendations to you. No communications from Seedrs, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Seedrs does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Seedrs, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £16,002,034

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

The investee business is responsible for setting its own valuation, it has not been prescribed by Seedrs.

Pitch type

There are 5 types of investment pitch available on Seedrs.

  • Equity
  • Convertible
  • Fund
  • Cohort
  • Secondary

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

Learn more about pitch type on Seedrs

Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

Learn more about investing and pre-emption rights.

Seedrs nominee

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Seedrs nominee.

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

Learn more about Custodian here

Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

This is an option to invest and hold shares 'directly' in the company (rather than via the Seedrs Nominee). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

Learn more here

Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

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You are following a link outside of www.seedrs.com.

None of the information in constitutes part of the campaign and it has not been approved or reviewed by Seedrs.

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