The Iconic
| Company type | Private |
|---|---|
| Industry | E-commerce, Retail |
| Founded | 2011 |
| Founder | Adam Jacobs, Finn Age Haensel, Andreas Otto |
| Headquarters | Sydney , Australia |
Area served | Australia |
Key people | Jere Calmes (CEO) |
| Products | Fashion, sportswear, beauty products, children's apparel, home goods |
Number of employees | 400+ |
| Parent | Global Fashion Group |
The Iconic (presented as THE ICONIC) is a Sydney-based Australian e-commerce retailer specializing in fashion and sports merchandise. Established in 2011 by Adam Jacobs, Finn Age Haensel, and Andreas Otto, it has evolved into one of the nation’s leading platforms for fashion, sportswear, beauty products, children's apparel, and home goods. The company’s inventory includes more than 1,500 brands and approximately 165,000 products, showcasing notable Australian designers such as P.E Nation, Sass & Bide, Camilla and Marc, Country Road, Witchery, and Lorna Jane. Its international brand lineup comprises Nike, Levi’s, Calvin Klein, Adidas, MAC Cosmetics, and Estee Lauder.
The Iconic manages a fulfilment facility spanning 28,000 square meters within a total area of 46,000 square meters located in Yennora. This centre boasts one of the largest mezzanine floors and pick towers across the Southern Hemisphere.
History
Founded in 2011 by three entrepreneurs, The Iconic operates under the umbrella of the Global Fashion Group. In January 2018, CEO Patrick Schmidt advanced to co-CEO of GFG alongside Christoph Barchewitz, previously Kinnevik’s Investment Director. Erica Berchtold, formerly Managing Director at Rebel, assumed the CEO role in February 2019. During her leadership, The Iconic broadened its product range beyond clothing.
In September 2021, the company collaborated with AirRobe to introduce options for customers to resell, rent, or recycle their items as part of its commitment to sustainability.
Jere Calmes was named CEO in July 2023. In January 2024, The Iconic confronted a security incident involving compromised email and password data from an external source; the company promptly reimbursed all unauthorized transactions.
Achievements and milestones
- Received “Best New Online Retailer” at the Online Retailer Industry Awards (ORIAs) in 2012.
- Awarded “Best Social Commerce” at the 2013 ORIAs.
- Honored with “Best Mobile Commerce Site/App” at the 2014 ORIAs.
- In November 2014, became Australia’s first fashion retailer to provide Saturday parcel delivery through Australia Post.
- Expanded workforce from five employees to over 400 by 2016 and relocated headquarters from a warehouse in Surry Hills to Sydney’s central business district.
- Presented the inaugural global runway Swim Show on Bondi Beach in 2016.
- Piloted a one-hour delivery service within Sydney in May 2018.
- Introduced The Iconic Kids line of children’s clothing in August 2018.
- Earned “Best Fashion Retailer” and “Best Online Only Retailer” awards at the Power Retail All Star Bash in 2020.