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The Iconic appoints Erica Berchtold as new chief executive

  • Who's Where
  • March 1, 2019
  • The Register
The Iconic appoints Erica Berchtold as new chief executive

Australian fast fashion pureplay The Iconic has appointed Erica Berchtold as its new chief executive. 

She succeeds Patrick Schmidt, who will carry on as co-CEO of The Iconic owner Global Fashion Group and chair of The Iconic.

Berchtold has more than 20 years of retail experience, coming to The Iconic after seven years at sporting goods retailer Super Retail Group. She has also worked for Specialty Fashion Group, Rebel Sport and Harvey Norman.

She says: “I’m thrilled to have finally started at The Iconic as CEO; a company renowned for its innovation, challenger mindset and laser focus on engaging customers through seamless and inspiring experiences. 

“It’s an exciting challenge to take over from Patrick who has laid the foundation for The Iconic to disrupt and build the future of retail across Australia and New Zealand. Having observed how The Iconic has fostered a culture of passionate changemakers amongst its exceptionally talented team, I welcome the responsibility of leading such an incredible company and look forward to what the future brings.” 

Schmidt says: “For The Iconic, 2018 was a truly momentous year and I personally can’t think of a better time to have completed my tenure as CEO. Not only did we deliver our highest sales period ever in the fourth quarter, we liberated global fashion standards by producing the world’s most body-positive runway show, maintained our market leading customer NPS and achieved our highest ever eNPS6. I’m both proud and excited to have handed over my leadership of The Iconic Erica and The Iconic’s Leadership team, and I can’t wait to see what’s next.” 

The Iconic also released a business update covering its strong growth trajectory across Australia and New Zealand. During 2018, 15 percent of all households across the two territories shopped with The Iconic.

Its mobile app boasts more than two million downloads, with seven out of 10 visits to the site happening via mobile. 

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