Top Sydney Business Identity Alyce Tran has officially left the Daily Edited as secret payment details emerged. Here’s how it all went.
Top Sydney Business Identity Alyce Tran has parted ways with cult monogram accessory brand, The Daily Edited (TDE).
Tran, 35, sold his 50% stake in the company to Tania Liu, a decade after the couple founded the company.
The news comes a month after reports claimed the pair were locked in a battle at the New South Wales Supreme Court for control of the company. The matter has since been settled with Tran who ended Tuesday with TDE.
“This is a huge moment for me, both personally and professionally,” Tran told the Daily Telegraph. “Many years of my life have been devoted to this business, so it is obviously an extremely important part of my life and very moving. It has been an absolute privilege and a great highlight of my career to have accomplished so much with TDE and to help make the brand what it is today.
Tran and Liu initially founded TDE as a blog in 2011, when they led the brand out of Tran’s dining room while the two worked full-time as business lawyers at Allens in Perth. . They launched a clothing line from 2011 to 2013 and in 2014 they pivoted with the release of a small range of leather accessories that quickly grew into a multi-millionaire company that covers everything from personalized phone cases to suitcases, handbags and articles for pets.
There are stand-alone TDE stories in Sydney, Melbourne, and New York, as well as several David Jones concession stores nationwide.
The brand has long been the fashionable accessory for celebrities in Australia and abroad with collaborations with Hayley Baldwin, Amber Valetta and Molly Bernard.
“TDE was one of the first accessory brands to offer customization of fashion accessories,” said Tran. “It was so amazing to see the product on clients, celebrities, influencers, all over the world. I can stand in line at the mall and a man can carry a custom satchel or a woman with a phone case and it still gives me a thrill to this day.
Details of Tran’s payment are confidential, although it is estimated to be around $ 7 million based on estimates from 2018 pairs with Oroton. At the time, they sold a 30 percent stake in the company to Oroton for $ 15 million and then bought out full control of TDE when Oroton took office.
Tran will now focus on his lifestyle brand, In The Roundhouse, which specializes in plates and tableware. She will also work with a US-based retail technology company, rewardsSTYLE, as it expands into the Australian market.