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The Iconic Edition
|7 Jan

Our Commitment to Help the Australian Bushfire Crisis

How we will help, now and long term.

To our customers,

The bushfires burning across Australia are having devastating effects on communities, wildlife, our firefighters and the Australian landscape.

Over the past few weeks, we have been working with a team of leaders as well as relief organisations to find out how we can provide long-term support using what we’re really good at, which is exceptional delivery services, fulfilment solutions and being stronger together. We have also been working closely with General Pants, the wider retail industry and The Australian Red Cross on an initiative that will create a unified approach for providing immediate financial assistance to those in need.

Bushfire recovery is a complex and on-going issue that Australians will be grappling with for months – if not years – to come. We wanted to ensure that our approach provides assistance to those in need not just immediately, but in the difficult times ahead.

We are moved to see the support coming in from people and businesses near and far. THE ICONIC will be providing support through the following initiatives:

1) First and foremost, victims and communities need monetary donations. This Thursday 9th January, THE ICONIC will be taking part in the ‘ALL IN' - Australian Retail x Red Cross Bushfire Disaster and Recovery Relief initiative, which will see over 30+ retailers across Australia band together to donate 100% of profits to support affected communities with immediate financial assistance.

2) We’re proud to announce that THE ICONIC Sydney CBD HQ and Western Sydney Fulfilment Centre will act as drop-off donation hubs from Tuesday 14th January, where we can accept and store specific new non-perishable and wildlife care items from the wider community. We understand that charities have recently been inundated with donations and are at capacity to manage storage and distribution of these goods. However, there is no immediate end to Australia’s fire crisis and the need for new non-perishable and wildlife care items will stretch far beyond the donations already received. In an effort to help provide long-term support for the recovery road ahead, we are providing a storage solution for a number of charity organisations by offering the use of THE ICONIC’s 28,000sqm Fulfilment Centre. These drop-off hubs will act as medium to long-term safe storage for donated items and we will distribute to these charity organisations when needed in partnership with our logistics partners. We will work closely with these charities to help manage their changing requirements so that we can provide ongoing support for those in need.

3) We’ll be working closely with our charity partner, Thread Together, to help provide targeted urgent clothing items for affected communities, as well as provide additional volunteers and ongoing support. Thread Together has been working tirelessly to clothe bushfire victims, many of whom left their homes with only the clothes on their backs. Thread Together is well-versed in clothing distribution, so we will continue to work with them to our full extent to provide the most effective assistance as advised.

We know this support plan may change over the weeks and months, but our commitment will be continuous and endure for as long as our communities need our support.

More information about these initiatives and how you can support can be found here.

If you have any questions or feedback, please reach out to our Customer Service team.


Erica Berchtold


Fashion Team
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