The number one fashion and lifestyle destination in Australia and New Zealand. At THE ICONIC, we believe it's all about the people. Our customer focus is matched by the empowerment and support we give our employees and partners who make what we do possible.

Our purpose is Liberation. We want everyone to express the best version of themselves. At THE ICONIC, it's all about the people. Our liberation purpose equally mirrors the empowerment we provide to 'our people', 'our customers', and 'our partners', whom all make what we do possible. What do we do to make this happen? We create seamless and inspiring experiences.

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