THE ICONIC’s New CEO to Focus on “Disrupting and Defining” Industry

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By Published On: March 1, 20190 Comments

Two weeks into her new role as CEO of THE ICONIC, Erica Berchtold says the online fashion and sports retailer is well-positioned for growth in 2019 and beyond.

Former CEO of THE ICONIC, Patrick Schmidt, has officially handed the reins of the business to Berchtold as he becomes the business’s chairman.

“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,” Schmidt said in a statement on Friday morning.

“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 Net-Promoter-Score (NPS) and achieved our highest ever eNPS,” he continued.

Over the course of 2018, THE ICONIC reportedly achieved a number of milestones, including reaching double-digit market share, with 15 percent of households in Australia and New Zealand shopping with the retailer throughout the year. The company also cited its “record traffic”, boasting its annual visitor count of 150 million users. According to the business, its commitment to technology, innovation and accelerated growth is to thank for its boost in traffic over the last 12-months.


Erica Berchtold takes the reigns as CEO from Patrick Schmidt.

THE ICONIC also says its mobile-first investments are starting to pay off, with customer retention and new customer acquisition on the rise. In its most recent company update, the fashion retailer said its mobile app now has more than two million downloads across iOS and Android devices, with seven out of ten visits to its website happening on a mobile device.

With Berchtold now at the reigns of the fast-growing online business, the company is reportedly aiming to continue “disrupting and defining” the future of fashion and sports retailing in Australia and New Zealand.

With this in mind, THE ICONIC’s focus moving forward will be on continued technological innovations and brand partnerships, while continuing to grow and invest in its team of more than 900 people across its head office and fulfilment centres. Infrastructure and operational capabilities will also be a priority.

Drawing on her more than 20 years of experience, Berchtold will also be tasked with achieving long-term growth, building upon the successes the business has achieved under Schmidt’s leadership in the last few years.

“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,” Berchtold said.

“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 change makers amongst its exceptionally talented team.”

Berchtold was originally appointed to the top role in October 2018, after deciding to move on from her former position of seven years as the managing director of Super Retail Group. During that time, she was instrumental in scaling the level of consumer engagement for each of Super Retail Group’s brands, especially Rebel Sport. Before working with Super Retail Group, she was the general manager for two of Specialty Fashion Group’s former brands, Crossroads and Autograph.

“I welcome the responsibility of leading such an incredible company and look forward to what the future brings,” she said.

Schmidt has served at The ICONIC’s CEO since 2013, and in that time he has spearheaded a number of initiatives, including developing partnerships with key Australian brands like Cotton On and trialling one-hour delivery at last year’s Mercedes-Benz Fashion Week.

“I’m both proud and excited to have handed over my leadership of THE ICONIC to Erica and THE ICONIC’s leadership team, and I can’t wait to see what’s next,” Schmidt said.

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