Alyce and Tania will continue to operate the business, with future growth and productivity opportunities being facilitated through the partnership with OrotonGroup.
OrotonGroup announced today that it has agreed to purchase 30% share in The Daily Edited. The partnership investment came at a cost of $4.5 million.
This is a major milestone for TDE which started as a blog in 2011 by co-founders Alyce Tran and Tania Liu, in 2014 they launched their first leather accessory collection and have been rapidly growing in popularity since then.
"We are excited by the opportunity to partner with OrotonGroup and learn from and leverage its proven retail and back office capabilities and network and together grow both companies to leading positions in the industry,” they said in a joint statement.
Known for their personalised accessories, the brand's clutches and phone cases are a celebrity must have!