German-backed etailer theiconic.com.au has ramped up its speed proposition, delivering product before it even lands in stores.
The etailer has teamed with womenswear label Toi et Moi to bring a selection of its Resort 2012 collection straight to consumers, with products available to purchase within minutes of its trade debut.
Toi et Moi will showcase its collection at Mercedes-Benz Fashion Week Australia, occupying the 9pm time slot on May 1.
The runway show will be live streamed from theiconic.com.au's Youtube Channel (youtube.com/theiconictv).
Orders will be available for next day delivery, while the brand's retail stockists will receive product from October 2012.
The online portal has a number of designer brands in its portfolio, including camilla and marc, Ellery and Antipodium London.
theiconic.com.au offers 100 days free return, overnight shopping and three hour delivery within the Sydney metropolitan area.
PR manager Catalina Romano claimed the latest partnership was an Australian first.
"Accessibility is the main driver for us as a company and being able to offer this for the first time in Australian Fashion is extremely thrilling. We couldn’t be prouder and anticipate a welcome response from fans of Toi et Moi and The Iconic shoppers alike."