David Jones has just confirmed that Erica Berchtold is taking on the newly created role of chief commercial officer at the department store, joining the executive leadership team alongside CEO Scott Fyfe.
Her new role follows a 20-year career across fashion and retail, starting as a product manager at Harvey Norman. She then became the general manager of merchandise and marketing at Rebel Sport from 2003 to 2007, before moving over to Specialty Fashion Group as the GM of Crossroads and Autograph.
SFG was a publicly listed Australian retailer of women's clothing such as Millers, Crossroads, Katies, and City Chic. The brand has since shifted to be solely focused on City Chic, a currently publicly listed company.
Her key leading roles following this were held at Super Retail Group as managing director of Rebel and Amart Sports, Infinite Retail, Goldcross Cycles for several years, and the CEO of The Iconic for nearly five years to September 2023.
Berchtold’s most recent stint was as the CEO of Mosaic Brands from March 2024, which collapsed into administration and then into liquidation at the end of last year and early this year. Mosaic was the holding group of retailers such as Katies, Rivers and Noni B.
Berchtold commences her role on June 2, 2025 and will be responsible for merchandise and supply chain.
“We are thrilled to welcome Erica into our business in the newly created role of chief commercial officer, which is an important part of our business plan for long-term, sustainable, and future-focused growth,” David Jones CEO Scott Fyfe said.
“This appointment further strengthens the executive leadership team, enhancing our capabilities as we advance into the next chapter of our strategy. The strategic realignment merges two powerhouse areas of the business – merchandise and supply chain – that are critical to driving transformation, evolving our offering as Australia’s leading omnichannel retailer, and delivering on the needs of our David Jones customers well into the future.”
Berchtold said her new appointment at David Jones comes at a pivotal moment, as the retail landscape presents significant opportunities for evolution and growth.
“This newly created role offers an exciting opportunity to leverage my experience and collaborate with the team to challenge convention and future-proof our merchandise and supply chain strategy,” she said.
“With a portfolio of leading brands, an exceptional store network, and a digital platform poised for accelerated growth, there is immense potential that lies ahead. I am looking forward to making significant and lasting contributions to this iconic retail business.”