One of the founding startups of the personalisation phenomenon, The Daily Edited (TDE), is in liquidation after eight years.

The brand has been sold and continues to trade, with the remains of TDE Pty Ltd now in the hands of Sydney liquidators Chifley Advisory, appointed following a September 30 meeting that voted to wind up the business.

TDE began life as a blog in 2011 by perth-based Alyce Tran and Tania Liu, corporate lawyers who ultimately left their day jobs in 2014 to focus on their startup fashion brand, offering monogrammed leather products such as diaries, bags, phone cases, wallets and key rings. It became a cultural phenomenon, embraced by young women, with celebrity sparkle from the likes of Lara Bingle and Hailey Baldwin.

Just three year on, in 2017, they sold a 31% stake to heritage fashion brand Oroton for $4.5 million. The following year they bought it back for less than half that figure, paying $2.2 million.

Revenue for the business peaked at $27.54 million in FY18 before dropping around $2m annually to $23.56 million in FY20.