The Iconic has appointed Erica Berchtold as CEO.

She will join the etailer in February 2019 and take over from Patrick Schmidt, who has served as CEO since 2013.

Schmidt took on the role of Co-CEO of parent company Global Fashion Group earlier this year in February 2018.

He will also become Chairman of The Iconic.

Berchtold brings almost 20 years of retail experience to The Iconic, most recently serving as MD of the sports division for Super Retail Group, incorporating Rebel Sport, for seven years.

Prior to joining Super Retail Group, Erica held a number of senior management positions including GM of two women's apparel businesses for Specialty Fashion Group and national product management roles at Harvey Norman.

“I am absolutely honoured to be joining The Iconic, the most dynamic, fastest growing fashion retailer across Australia and New Zealand," she said.

"With a laser-focus on customer experience, the team has done an amazing job evolving the brand and it will be fantastic working with them to take the business to even greater heights.

"I’m humbled to be given this opportunity, accept it with two-hands and can’t wait to get started."

Schmidt will remain CEO of The Iconic until Berchtold assumes her position as CEO in February 2019.

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