The Iconic

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IndustryE-commerce, Fashion, Clothing, Shoes
HeadquartersSydney, Australia
Key people
Patrick Schmidt (CEO)
Adam Jacobs (Co-Founder & Managing Director)
ProductsClothes, Shoes and Accessories
ParentGlobal Fashion Group

The Iconic (styled as THE ICONIC) is a Sydney-based, Australian online fashion and sports retailer.[1] The company was launched in 2011 and is one of Australia’s largest fashion, sportswear and kidswear destinations.[2] Since its launch date, the brand has become an Australian online fashion retailer which stocks over 1000 brands and 60,000 items,[3] including Australian labels Sass & Bide, Camilla and Marc and Lorna Jane. International brands stocked include Nike, Levi’s, Calvin Klein and Adidas. THE ICONIC's fulfilment centre is located in Sydney.[4]


THE ICONIC was launched in 2011 and is part of the Global Fashion Group.[5] The company has been led by CEO Patrick Schmidt since October 2013.[6] In January 2018, it was announced that Patrick Schmidt would take on a new role as Co-CEO of GFG[7] with former Kinnevik Investment Director, Christoph Barchewitz.[8] THE ICONIC announced in October 2018 that Rebel Sport Managing Director, Erica Berchtold, would take over as CEO[9] in February 2019.[10]


THE ICONIC launches over 200 new products each day and offers a wide range of delivery options like 3-hour delivery in Sydney, a same day service to major metro areas and free overnight delivery around Australia and New Zealand with 30-day free returns.[11]

Achievements & Milestones[edit]

  • Wins “Best New Online Retailer” category at the 2012 Online Retailer Industry Awards (ORIA's)[12]
  • Wins “Best Social Commerce” category at the 2013 ORIAs[13]
  • Wins “Best Social Commerce” category at the 2013 ORIAs[14]
  • At the 2014 Virgin Australia Melbourne Fashion Festival, The Iconic launched an Australian first virtual runway show that's shoppable in real time[15]
  • Wins “Best Mobile Commerce Site/App” at the 2014 ORIAs[16]
  • In 2014, The Iconic's Net Promoter Score hits 90% for the first time, a reputable indicator of great customer engagement and loyalty.[17]
  • In November 2014, The Iconic becomes the first Australian fashion retailer to deliver parcels on Saturdays with partner, Australia Post[18]
  • At the 2015 Mercedes-Benz Fashion Week Australia, The Iconic works with emerging designer Jennifer Kate to launch "Shop The Runway" - real looks, stoppable instantly.[19]
  • In 2016, having grown from just five staff to over 400 in under five years, The Iconic moves its headquarters from a Surry Hills warehouse space to an office in the Sydney CBD[20]
  • In 2016, THE ICONIC hosted the world’s first runway Swim Show on Sydney’s iconic Bondi Beach[21]
  • THE ICONIC hosts its annual Swim Show and creates the world’s first floating runway on Sydney Harbour to celebrate in 2017.[22] The show was also dubbed a “watershed moment for fashion diversity in Australia” by fashion commentators.[23]
  • In 2017, THE ICONIC launched its ‘Snap to Shop’ visual search tool
  • In February 2018, THE ICONIC launched an 8-week digital exercise program called THE ICONIC Sport Challenge[24]
  • THE ICONIC trials 1-hour delivery in Sydney in May 2018[25]
  • THE ICONIC launches THE ICONIC Kids in August 2018[26]
  • To celebrate its third annual Swim Show, THE ICONIC launched the world’s most body-positive runway show in November 2018,[27] led by international models Robyn Lawley and Zach Miko.[28] The show coincided with THE ICONIC’s expansion into big and tall clothing for men following its success with curvy clothing for women.[29]
  • THE ICONIC creates a secret world at the 2018/2019 Falls Festival in Byron Bay in the form of a laundromat disguised as dance club.[30]


  1. ^ "About The Iconic - Australia's Online Fashion Retailer". Retrieved 2016-06-06.
  2. ^ "The Iconic bulks up with childrenswear, rules out IPO". Financial Review. 2018-08-13. Retrieved 2018-10-02.
  3. ^ "THE ICONIC Expands: THE ICONIC Kids". Power Retail. Retrieved 2016-06-07.
  4. ^ "Iconic wows fashionistas and investors"MACNAMARA, September 12, 2012/
  5. ^ Singh, Prachi (2018-09-07). "Global Fashion Group's Q2 net revenues rise by 21.1 percent". Retrieved 2019-01-14.
  6. ^ "The Iconic Names Ex-Groupon Exec Patrick Schmidt as New CEO". Power Retail. 2013-10-03. Retrieved 2016-06-07.
  7. ^ "The Iconic's Patrick Schmidt Takes On New Role". Power Retail. 2018-01-24. Retrieved 2019-01-14.
  8. ^ Singh, Prachi (2018-01-17). "Patrick Schmidt and Christoph Barchewitz named Co-CEOs of GFG". Retrieved 2019-01-14.
  9. ^ "The Iconic poaches Rebel Sport managing director Erica Berchtold". Australian Financial Review. 2018-10-28. Retrieved 2019-01-14.
  10. ^ "The Iconic appoints a new female CEO - Ragtrader". Retrieved 2019-01-14.
  11. ^ "Sydney Fashion Week: a peek behind the curtains at The Iconic". Official Google Australia Blog. Retrieved 2016-06-07.
  12. ^ "ORIA Winners! SurfStitch Blitzes Online Retail Industry Awards". Power Retail. 2012-07-18. Retrieved 2016-06-07.
  13. ^ "Online Retail Industry Award Winners Announced". Power Retail. 2013-08-21. Retrieved 2016-06-07.
  14. ^ "Online Retail Industry Award Winners Announced". Power Retail. 2013-08-21. Retrieved 2016-06-07.
  15. ^ "The Iconic's 'Shop the Show' Launch Sells 500 Items in Hours". Power Retail. 2014-03-24. Retrieved 2016-06-07.
  16. ^ "Winners of the 2014 StarTrack Online Retail Industry Awards". Power Retail. 2014-07-23. Retrieved 2016-06-07.
  17. ^ "The Iconic's New Leadership Hires". Power Retail. 2014-02-18. Retrieved 2016-06-07.
  18. ^ "The Iconic to start weekend delivery". The Sydney Morning Herald. Retrieved 2016-06-07.
  19. ^ THEICONICTV (2015-05-03), Jennifer Kate | MBFWA15 | Runway, retrieved 2018-01-01
  20. ^ "Rocket Internet's The Iconic eyes maiden profit". The Sydney Morning Herald. Retrieved 2016-06-07.
  21. ^ "Bondi Beach to host runway spectacular". 2016-11-28. Retrieved 2019-01-14.
  22. ^ McGregor, Kate. "The Iconic Built a Floating Runway and We Simply Cannot Deal". POPSUGAR Fashion Australia. Retrieved 2019-01-14.
  23. ^ Singer, Melissa (2017-12-02). "Fashion diversity: The Iconic swimwear runway lineup is a watershed moment". The Sydney Morning Herald. Retrieved 2019-01-14.
  24. ^ "Rugby star Ellia Green's top tips to coming back from injury". Retrieved 2019-01-14.
  25. ^ "The Iconic trials one-hour delivery in Sydney". Inside Retail. 2018-05-14. Retrieved 2019-01-14.
  26. ^ "The Iconic bulks up with childrenswear, rules out IPO". Australian Financial Review. 2018-08-13. Retrieved 2019-01-14.
  27. ^ "The Iconic's Swim 2018 show was the world's most body positive runway". Retrieved 2019-01-14.
  28. ^ ""I went to THE ICONIC's swimwear show and here's what I can't stop thinking about."". Mamamia. 2018-11-30. Retrieved 2019-01-14.
  29. ^ Singer, Melissa (2018-11-29). "Why menswear has been so slow to join the plus-size revolution". The Sydney Morning Herald. Retrieved 2019-01-14.
  30. ^ Encalada, Javier. "Climb into a washing machine and enter a secret world". Northern Star. Retrieved 2019-01-14.