Fashion platform The Iconic has added more than 60 brands to its total assortment since April this year, across fashion, beauty, sport and home.
The latest arrivals include the likes of Aje Studio, Gap, Muscle Republic, Prada Beauty and Missoni Home.
The Iconic added that Aje Studio joins ahead of the inclusion of Aje Athletica, which is set to follow in January 2027.
Australian label Lovaan has also joined the line-up, alongside LA-based Source Unknown, New Zealand accessories brands Yu Mei and Deadly Ponies, and premium denim favourites Frame and Rag & Bone.
The expansion continues in November, with Australian designers Lee Mathews and Silk Laundry, alongside Swedish footwear label Axel Arigato, set to join the platform.
Across menswear, new arrivals include eyewear label Port Tanger, British menswear brand Percival and Australian unisex streetwear label Jungles Jungles, alongside skate and streetwear favourites Pass~Port and Former.
British label MKI Miyuki Zoku and contemporary footwear brand Good News are also launching later this month.
“We're deliberate about the brands we bring to The Iconic, balancing established favourites with emerging names we believe our customers will want next,” The Iconic chief commercial and sustainability officer Gayle Burchell said.
“It's about more than expanding our assortment; it's about creating an inspiring destination where customers can discover something new, rediscover brands they love and shop it all seamlessly in one place.”
Global fashion icon Gap has also launched across womenswear, menswear and kids, following its initial return to Australia via a launch across Myer, while Topshop and Tigerlily make their return to the platform.
The Iconic has also confirmed an array of trend-led brands that have joined the platform, including UK label Oh Polly, Y2K-inspired Motel Rocks, LA-based Miaou and Australian labels Beginning Boutique and Tigermist.
Across sport, Australian activewear brand Muscle Republic and performance running label Acid Running are launching later this month. The growing assortment also welcomes Japanese sportswear brand Mizuno, Australian running accessories label Fractel and contemporary golf apparel brand Manors.
Beyond fashion, Australian skincare brand Aesop joins The Iconic’s beauty offering alongside Prada Beauty and fragrances from Dolce & Gabbana and Miu Miu. Global ethical beauty brand The Body Shop also launched this month, with Australian-owned skincare label Bangn Body following in November.
Meanwhile, luxury names Missoni Home and Polo Ralph Lauren Home take up space in The Iconic’s growing premium home offering, alongside new October arrivals from Australian favourites Hommey and Kip&Co Home.
These additions come as The Iconic sees growing revenue and net merchandise value. The platform reported a 3 per cent year-on-year growth in NMV alongside a boost to its earnings for the first half of 2026.
Localised financials were released by the platform in August alongside a trading update by its parent company, Global Fashion Group – which also manages Zalora in Southeast Asia and Dafiti in Latin America.
According to The Iconic, its total NMV hit $401 million in the half, driven by a lift in active customers by 2 per cent. Revenue also grew 3 per cent, hitting $207 million.
Towards the bottom line, the company’s adjusted earnings before interest, tax, depreciation and amortisation (EBITDA) grew by $4.7 million to $13.6 million for the full half. This added to a 2 percentage point lift in its adjusted EBITDA margin to 5 per cent, which the company put down to strategic retail buying, marketplace growth, increased uptake in retail media, and continued fulfilment efficiencies.