THE ICONIC at a glance

Committed to delivering the best customer experience, THE ICONIC connects Australian and New Zealand shoppers to a curated assortment of leading local and international brands in fashion, beauty, sport and lifestyle. THE ICONIC’s e-commerce platform broadens the range of products available to its customers through its hybrid model; orders shipped by THE ICONIC are dispatched from its fulfilment centre, while orders shipped by its marketplace vendors are dispatched directly from the brand. 
THE ICONIC creates an unrivalled online shopping experience through cross-functional synergy, built on 15 years of retail expertise. With a focus on technological innovation, THE ICONIC operates in a process of continuous improvement to create a better way for people to shop. Industry-leading technology, including autonomous mobile robots (AMRs) and an automated storage and retrieval system (ASRS), empower its fulfilment centre’s capacity to meet heightened customer demand, while insights-led innovations and award-winning customer support continue to inspire a world-class customer experience.
Seamless online shopping is the foundation of the platform, famous for its fast delivery options and free returns. THE ICONIC launched its own dedicated shopping app in 2013, which now has more than 8 million downloads and makes up more than half of its sales, offering tailored content with personalised recommendations.

Our purpose is to ‘create a better way for people to shop’. 

THE ICONIC principles drive everything we do, including:
Dream Big, Deliver Fast
We dream big, challenge the status quo, and transform vision into reality through decisive action and measurable results.
Wow Every Customer
We put customers at the heart of every decision, anticipating their needs and creating bold, smart and simple solutions that exceed expectations at every touchpoint.

THE ICONIC was launched in 2011 by co-founders Adam Jacobs, Finn Age Haensel and Andreas Otto, backed by Rocket Internet, a German-based venture capitalist which later consolidated its global fashion companies into Global Fashion Group (GFG). Today, THE ICONIC is still owned by parent company GFG, which is based in Luxembourg and London.
In its early years, THE ICONIC disrupted the existing fashion e-commerce market in Australia with groundbreaking fast delivery and free returns, playing a pioneering role in offering three-hour delivery and setting a new standard for customer expectations in the Australian market. In an early delivery trial in 2011, a customer was shocked to receive their order within 21 minutes of placing it, a testament to the co-founders’ vision to redefine online retail with unprecedented speed and extraordinary experiences. To this day, fast delivery and free returns remain core to customer experience at THE ICONIC.
In 2025, THE ICONIC launched its loyalty program, Front Row, designed to reward customers with benefits based on loyalty status levels. Front Row allows customers to earn ICONs on every eligible order placed on THE ICONIC. Almost one million customers have now signed up to be part of THE ICONIC Front Row. In 2026, THE ICONIC announced it had achieved B Corp certification, verified by B Lab to meet standards of social and environmental performance, transparency and accountability.

Our strategy has three key pillars;
1. We will continue to grow our assortment choice, with a focus on following our customer's life stages and catering to their sport and fashion needs

2. We will continue to invest in inspiring and seamless shopping experiences that help our customers navigate and discover our assortment by building relevant features and functionality across our websites and apps

3. We will invest in being a good corporate citizen through our community and sustainability efforts