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Overview
THE ICONIC is the leading online fashion and lifestyle retailer in Australia and New Zealand. It sells clothing, footwear, sportswear, beauty, home and kids' products from a wide range of brands, including its own brands, and runs a marketplace for partner brands. For a fashion, sports or beauty brand that wants to reach Australian and New Zealand shoppers, THE ICONIC is one of the most important channels.
Who is behind THE ICONIC
THE ICONIC was founded in Sydney in 2011 and is part of Global Fashion Group (GFG), which is listed in Frankfurt and also owns Zalora in Southeast Asia and Dafiti in Latin America. THE ICONIC is GFG's largest and most profitable business, representing about half of the group's net merchandise value (NMV). In 2025 its NMV grew about 6% in constant currency, active customers grew 4% to more than 2 million, and its gross margin reached a record 49%. Its adjusted EBITDA rose about 71% to AUD 45.7 million, and it signed AUD 45 million of new credit facilities with National Australia Bank. THE ICONIC is led by CEO Jere Calmes.
Marketplace and services for brands
THE ICONIC's marketplace makes up about 36% of its NMV, and the share keeps growing. Since 2023 it has offered "Fulfilled by THE ICONIC", which stores and ships products for marketplace partners, and more than 115 brands use it. More than 20% of NMV comes from THE ICONIC's own brands and exclusive partnerships. Its marketing services revenue has grown 36% since 2023, and in October 2025 it launched its first loyalty programme, THE ICONIC Front Row.
How brands can work with THE ICONIC
- Wholesale. THE ICONIC buys products from brands and sells them as the retailer.
- Marketplace. Brands sell their own stock on THE ICONIC and ship orders themselves or through Fulfilled by THE ICONIC.
- Marketing services to promote products to THE ICONIC's customers.
A brand considering THE ICONIC should be ready with:
- Strong product imagery and size information.
- Australian or New Zealand stock, or use of THE ICONIC's fulfilment.
- Fast delivery and easy returns, which customers expect.
- Australian compliance for each category.
Why THE ICONIC matters for brands
THE ICONIC is the go-to online fashion destination in Australia and New Zealand, and its growing marketplace and fulfilment services make it easier for brands to sell there.
How eBrands looks at THE ICONIC
eBrands works with brands on marketplaces and retail channels across Europe, North America and beyond. If you are thinking about Australia and New Zealand and want to see whether THE ICONIC fits your plans, we are happy to talk it through. See also our Zalando page.
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