In 2015 the Hamburg blogosphere cheered when Edited vaulted past 50 000 Instagram followers just in time to open its 200 m² flagship store at Schanzenstraße 97. Fast‑forward a decade, and Edited Online Shop analytics 2025 reveal that this “humble side project” of OTTO Group’s ABOUT YOU division has morphed into a digital‑first brand with:
- 192 000 Instagram followers as of July 2025
- Nine brick-and-mortar concept stores across Germany & Austria
- A native app that now drives roughly 35 % of e-commerce revenue (internal estimate)
Below we unwrap the numbers behind Edited’s current traction, outline what’s working both on- and offline, and cap things off with five forecasts for 2026 you can steal for your own playbook. Total read: ~5 400 characters — bookmark for your next growth meeting.
Instagram Momentum
| Year | Followers | YoY Growth |
|---|---|---|
| 2015 | 50 k | — |
| 2018 | 95 k | +27 % CAGR |
| 2021 | 140 k | +16 % |
| 2025 | 192 k | +14 % |
Engagement snapshot (last 90 days)
- Avg. likes: 2 150
- Comments-to-likes ratio: 2.1 %
- Reels reach uplift vs. static posts: +38 %
Why it matters: Edited’s engagement beats the typical fashion-retail benchmark (1.5 %) despite the account’s medium size, signalling an audience that actually stops to comment — gold for the algorithm.
Influencer Collabs Still Pay
The brand never abandoned its Blogger-DNA. Partnerships with home-grown muses (#EDITEDmuse) routinely generate double the saves of brand-only content.
- Peak 2025 Reel: @moderosaofficial x Edited (32 k views in 24 h)
- Historic spike: +10 k followers in one week during Maja Wyh capsule (2015)
Takeaway: Limited-run drops with lifestyle creators keep Edited’s grid from feeling like a pure catalogue.
Web Traffic & Conversion Clues
Public analytics on edited.de are scarce, but Similarweb’s proxy for edited.com — the brand’s English-language mirror — shows ≈ 27 000 monthly visits with a 44 % bounce rate and 2.3 pages per session (May 2025). Extrapolating to the higher-traffic .de domain, conservative estimates place total monthly sessions around 300 – 400 k, split:
- 45 % direct/app
- 28 % organic search
- 19 % paid social
- 8 % email & affiliates
With an average fashion-e-commerce conversion of 2.2 %, Edited likely turns 6 500–8 500 orders per month online.
Flagship Store – Footfall & Halo Effect
Hard numbers are secret, but interviews with local retail brokers peg daily traffic at 350–500 walk-ins during weekends and 180–250 on weekdays. If 12 % of visitors convert (industry norm for concept stores), monthly in-store sales land near €200-240 k — a rounding error compared to e-commerce, yet invaluable for:
- Content creation (Reels filmed in store = 20 % higher watch-time).
- Click-and-collect upsell (18 % of pickup customers add a basket item).
- Local PR — Hamburg media still name-drops Edited every time Schanzenviertel makes a trends list.
Five Data-Backed Forecasts for 2026
- Instagram will crack 220 k followers
Assuming the current 14 % CAGR holds and two influencer capsules land as planned. - App share of revenue will top 40 %
Push notifications + Klarna One-Click is a lethal combo for fashion drop urgency. - Website sessions will break the 5 million yearly mark
SEO gains from sustainability content (+83 articles in pipeline) plus Pinterest Rich Pins. - Second flagship likely in Berlin’s Mitte
Leasing rumours and Footfall reports suggest a 150 m² space slated for Q4 2026. - TikTok will outpace Instagram for paid reach
Early tests show CPMs 33 % cheaper and view-through conversions on par — expect budget re-allocation.
Key Takeaways in edited online shop analytics 2025
- Edited grew from 50 k to 192 k IG followers in ten years ≈ 15 % CAGR.
- Social-first product drops and #EDITEDmuse partnerships remain the brand’s secret sauce.
- Offline flagship serves more as content studio and PR magnet than revenue engine — but still adds an estimated €2.4 M yearly.
- Keep an eye on app commerce and TikTok; both metrics will decide whether Edited stays ahead of fast-fashion challengers.
If you’d like to explore more data-driven insights, check out our deep dive on NA‑KD Influencer Marketing in 2025 – The Numbers, the Pivots, the Road Ahead here:
Drafted over oat-milk cappuccinos, Similarweb tabs, and a nostalgia scroll through 2015 blog posts. If these numbers spark an idea, share the link — that’s free reach for us and a nudge for your own analytics stack.
