Alyce Tran parts ways with accessories brand The Daily Edited

Top Sydney business identity Alyce Tran has officially moved on from The Daily Edited as secret payout details have emerged. Here is how it all unfolded.

Top Sydney business identity Alyce Tran has parted ways with cult monogram accessories brand, The Daily Edited (TDE).

Tran, 35, has sold her 50 per cent stake in the company to Tania Liu, a decade after the pair founded the company.

The news comes a month after reports claimed the pair were locked in a NSW Supreme Court battle over control of the business. The case has since been settled with Tran finishing up with TDE on Tuesday.

“This is a huge moment for me, both personally and professionally,” Tran told The Daily Telegraph. “Many years of my life have been dedicated to this business so it is obviously a hugely significant part of my life and very emotional. It was an absolute privilege and a great highlight of my career to have achieved so much with TDE and to help build the brand into what it is today.”

Top Sydney fashion identity, The Daily Edited go-founder Alyce Tran, in Coogee, today. She is announcing her departure from the brand. Picture: Justin Lloyd

Tran and Liu initially founded TDE as a blog in 2011, when they ran the brand out of Tran’s dining room as the pair worked full time as corporate lawyers at Allens in Perth. They launched a clothing line from 2011 to 2013 and in 2014 pivoted with the release of a small range of leather accessories that quickly grew into a multimillion-dollar company that covers everything from personalised phone covers to suitcases, handbags and pet wares.

There are stand-alone TDE stories in Sydney, Melbourne and New York, as well multiple concession stores in David Jones nationally.

The brand has long been the hot accessory for celebrities in Australia and abroad with collaborations with the likes of Hayley Baldwin, Amber Valetta and Molly Bernard.

Alyce Tran and Tania Liu. Alyce Tran turned their brand into a multimillion-dollar business.

“TDE was one of the first accessories brands to offer personalisation of fashion accessories,” Tran said. “It has been so amazing to see the product on customers, on celebrities, on influencers, around the world. I can be standing in the line at the shopping centre and a man could be wearing a personalised satchel or a woman with a phone case and that gives me a thrill still to this day.”

Details of Tran’s payout are confidential, although it is believed to be worth around $7 million based off estimates of the pairs 2018 deal with Oroton. Back then, they sold a 30 per cent stake of the business to Oroton on a valuation of $15 million and later bought back full control of TDE when Oroton went into administration.

Tran will now focus on her lifestyle brand, In The Roundhouse, specialising in plates and table wear. She will also work with US-based retail technology business rewardSTYLE as it expands in the Australian market.