Frog’s stake in EDITED acquired 

21st April 2020 by Steven Dunne, Senior Partner

We are delighted to announce that our stake in SaaS analytics leader, EDITED, has been acquired as part of a growth capital investment led by Wavecrest Growth Partners and Beringea UK, with participation by Hermes GPE.   

EDITED is the global leader in real-time product data and analytics for the retail industry, helping retailers and brands make data-driven decisions to optimise their buying and merchandising. This eliminates the guesswork, ensuring retailers get their product and prices right, thereby maximising margins and sales opportunities. 

Strong growth and strong returns

Over the course of Frog’s investment, EDITED have grown their client base, revenues, team and markets.

Steven Dunne, Senior Partner at Frog Capital said, “We are delighted for Geoff and Julia and the rest of the team at EDITED. Our investors are delighted by their amazing progress since 2014 and the return they provided on our investment. They have created an invaluable retail decision platform and a great company. I’m sure they will continue to be successful in the next phase of their development with new partners at Wavecrest and Beringea.” 

“We are appreciative of Frog’s support over the past six years, and we have enjoyed working with Steven on our board, who has had a thoughtful and practical approach to business.” Geoff Watts, CEO, EDITED.

Steven Dunne

Article by Steven Dunne, Senior Partner

Steven has over 15 years of private equity experience gained both within private equity firms and as a senior executive of private equity backed companies. He joined Frog as CFO and Partner in charge of Portfolio in 2015. He represents Frog on the boards of Mediatonic, Scoota and Edited.