The Iconic has launched a major Australian first.
The online retailer has partnered with Australia Post to offer Saturday parcel deliveries.
Customers can order up until 10am on Saturdays to have their items delivered on Saturday between 1pm - 6pm.
The shipping cost for the new service is $4.95 for orders over $50 and $7.95 for orders under $50.
The Saturday service will be available to Sydney, with plans to roll out the initiative across other metropolitan areas.
The Iconic has also announced free, same-day delivery options for the holiday season covering most of Australia.
Various options will be available to shoppers across Sydney, Melbourne, Brisbane and Adelaide.
The move is a direct response to increased traffic on Fridays and Saturdays.
Since the beginning of the year, the company has observed a near 40 percent increase in site traffic on Fridays and a 50 percent spike on Saturdays.
Furthermore, the e-tailer reports average order values are up 25 percent on the same days.
The Iconic managing director Adam Jacobs said this is a significant move for the etailer.
“At The Iconic, we’re driven by ‘what’s next’. We’ve already won over fashion lovers with innovative three-hour delivery to Sydney and Melbourne, but the obvious trend of increased shopping leading up to the weekend inspired us to think up even more exciting ways to thrill our customers. Why wait until Monday for something you could wear this weekend?".