" Sean Walsh: The Iconic is quietly building something.
Their fulfillment program, Fulfilled by THE ICONIC (FBI),is a direct move toward becoming a platform, not just a retailer.
I say quietly after hearing the CEO talk about this in Melbourne last week to a large audience, who for the most part had not heard of the service.
Unlike generalist logistics models, this one is made for fashion. Because what works for books and kitchen gadgets doesn’t work for dresses and suits.
Fashion needs hanging garments, styled presentation, and a customer experience that feels curated, not commoditised.
That’s where someone like Amazon struggles. Despite its scale, it still hasn’t solved for seasonal fashion.
Granted most of that is down to how the flywheel and buying experience works on amazon.
The Iconic already has the fashion CX down. Now they are layering on the logistics offer, and it’s already in motion.
Yes, it’s running from a single Sydney warehouse today. But even Amazon took seven years to bring same-day delivery to Perth.
Zalando, The Iconic’s sister company, launched a similar model in 2017. Now they run 12 fulfilment centres across 23 countries.
This playbook works. While there is no "all in one" competitor there is time.
50 brands are live using the service today, interesting one to follow."
" Jere Calmes; Chief Executive Officer, THE ICONIC
Thank you Sean Walsh for highlighting this. At THE ICONIC, we see ourselves as more than just a retailer; we’re committed to being a true growth engine for the ANZ fashion ecosystem. Fulfilled by THE ICONIC is purpose-built for the unique needs of fashion and lifestyle brands, and we’re proud to already have 50+ partners on board, some of which have doubled their online sales. There’s much more to come as we expand our capabilities and help brands deliver the best possible experience to their customers. Exciting times ahead for the industry. " |