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Australian etailer The Iconic has poached Sydney-based speciality retailer Strand Hatters to produce a limited edition hat collection for the spring racing season.

Sold through The Iconic's Marketplace division, five Australian designers have collaborated with the retailer to launch ten Akubra and Panama hats for women priced at $250.

This includes Sass & Bide, By Johnny, Ginger & Smart, Bec & Bridge and White Suede.

Following its launch, the etailer has reported four out of the ten piece collection has been sold.

Strand Hatters has been in operation for 50 years with one standalone store in Sydney's Strange Arcade.

Its partnership with The Iconic marks its first venture into online distribution.

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