The Daily Edited, also known as TDE, the Sydney-based accessories brand, is finding success with its long-term pop-up shop at the Saks Fifth Avenue flagship.
The brand features an edited version of its collection, ranging from leather iPhone cases to large shopper totes. TDE offers customers the ability to personalize their pieces with their names, initials and emojis in a range of fonts and colors on the spot.
TDE has signed a permanent leasing deal with Saks with a view to roll out more shop-in-shops by year-end. Opened last month, the shop is roughly 215 square feet and is located on the second floor with contemporary bags. A TDE craftsperson is on site during opening hours to personalize pieces for shoppers.
Price points start at $70 for small leather goods and go up to $410 for the overnight bag, including personalization.
Bestsellers so far have been the brand’s cross-body bags that retail for $125 for the mini cross body, $140 for the structured cross body and $150 for the rectangular cross body, said a TDE spokeswoman.
Cofounder and creative director Alyce Tran manages the pop-up in-house, supplies its own staff and is fully in control of inventory. They are able to replenish stock on a daily basis. The brand, which last year generated $21 million in sales, doesn’t wholesale. In addition to various pop-ups around the globe, the line is available at shoptde.com. The company was launched in 2014.
Despite being a global brand, the line is extremely limited (bags and clutches are limited to 1,000 pieces per run), and new pieces are released every four to six weeks.
“We’ve signed a permanent leasing deal with Saks with a view to roll out more shop-in-shops by year-end. We are pleased as to how well the product has been received by Saks customers. It’s very exciting to come across from Sydney with an aesthetic we know works in our market and that also resonates with New Yorkers. We look forward to further tailoring our range and service offerings with respect to customization for each individual store,” said Tran.
TDE recently launched an ad campaign with Sophia, Sistine and Scarlet Stallone and has also worked in collaboration with Tome to create a capsule collection of bags that are shown at their New York Fashion Week shows.
Besides Saks, pop-ups are located at Robinsons in Singapore and David Jones in Australia.