The Iconic's headquarters and fulfilment centre have become designated bushfire donation drop-off hubs.
The retailer is now accepting specific new non-perishable and wildlife care items to be donated to impacted communities.
The Iconic understands that charities have recently been inundated with donations and are at capacity to manage storage and distribution of these goods.
However, with no immediate end to Australia’s bushfire crisis in sight and the need for these items continuing to rise, it has committed to providing long-term support for recovery efforts.
It will store donations for charities at its 28,000sqm Western Sydney fulfilment centre and Sydney CBD HQ.
These drop-off hubs will act as medium to long-term safe storage for donated items, which will be distributed to charity organisations when needed, in partnership with The Iconic's logistics partners.
The Iconic CEO Erica Berchtold said the move is a necessity for victims.
"Bushfire recovery is a complex and on-going issue that Australians will be grappling with for months – if not years – to come. We wanted to ensure that our approach provides assistance to those in need not just immediately, but in the difficult times ahead."
The Iconic as also doubled down on its support for charity partner, Thread Together, which has been working to clothe bushfire victims.
The Iconic has increased employees' volunteer hours and made additional donations of new clothing items to help create new wardrobes for those affected by the bushfire crisis.