A luxury fashion brand beloved by Australia’s wealthy and fabulous has gone into liquidation.
The Daily Edited, which specialised in engraving people’s initials onto bags, phone cases and other items, was wound up after a meeting of company members on September 30.
The glamorous brand goes into liquidation just over a year after co-founder Alyce Tran quietly sold off her stake.
Despite liquidation, the company was still posting videos of its products on its Facebook page as of Thursday.
Daily Mail Australia has contacted The Daily Edited for comment.
The Daily Edited, which specialised in engraving people’s initials onto bags, phone cases and other items, has gone into liquidation
The glamorous brand goes into liquidation just over a year after co-founder Alyce Tran quietly sold off her stake
Tran and Tania Liu launched The Daily Edited in 2014 after meeting three years earlier while working at a Perth law firm, building it into a $25million fashion powerhouse with stores in Sydney and New York, in addition to their online offering.
The former business partners initially started off with a clothing line in 2011 – but after the business failed, they looked into blogging.
Eventually, the pair quit their day jobs as lawyers to start the online leather goods business to provide a service that high-end fashion houses have always done, but apply it in an affordable way.
Launching with just 50 pieces, the pair listed their leather goods up for sale on Instagram before it was all snapped up within a week.
The TDE brand was known for its focus on individuality and personalisation, reflecting its ethos that ‘you can make it your own’.
Its expansion saw it sell personalised leather goods in-store through a partnership with David Jones, in Sydney, Melbourne, Adelaide, and Brisbane.
The company opened stores at Chadstone Shopping Centre in Melbourne, Pitt Street Mall in Sydney’s CBD and on Bleecker Street in New York.
It then opened a flagship store in the Queen Victoria Building in Sydney’s CBD in 2021.
Launching with just 50 pieces, the pair listed their leather goods up for sale on Instagram before it was all snapped up within a week
Phoebe Burgess poses for a mirror selfie with a The Daily Edited phone case
The Daily Edited specialises in monogrammed leather goods at a more affordable price point than similar services offered by luxury brands
The brand has also partnered with department stores in Singapore at Robinsons and Tangs in the past.
Several famous faces have worked with the brand in the past.
Hailey Baldwin collaborated with The Daily Edited in 2016, promoting a collection labeled as #theHAILEYedited.
In 2017 the three daughters of movie star Sylvester Stallone, Sistine, Sophia, and Scarlet, were featured in the #MeetTheStallones campaign promoting a new collection for TDE.
However, the beginning of the end came after Liu launched legal action against her business partner in the NSW Supreme Court in December 2019, claiming Tran spent thousands of dollars of the business’ money on herself in breach of her duties as a company director.
Alyce Tran (right) and Tania Liu (left) launched The Daily Edited in 2014 after meeting three years earlier while working at a Perth law firm
Ms Liu launched legal action against her business partner in the NSW Supreme Court in December 2019, claiming Ms Tran spent thousands of dollars of the business’ money on herself in breach of her duties as a company director
Tran previously said in a statement to Daily Mail Australia she is ‘strenuously defending’ the claims made against her and has ‘filed a cross claim that raises a number of substantial issues against Liu’.
Tran said she had made the decision to sell her stake in the business to Liu.
‘I have given a lot to this business in terms of my time and life and ideas – with product, I have left no stone unturned in terms of the range,’ she said.
It is not known how much Tran’s stake was sold for – but the sale will signify the end of the pair’s court action.
Liu confirmed it would mark the conclusion of the litigation actions between the pair, as well as with Tran and The Daily Edited.
Since then, Tran has continued building her existing homewares business.
Liu said she would continue expanding The Daily Edited both locally and internationally, but has not commented on news of the company’s liquidation.