Fashion e-commerce operator, The Iconic, has appointed Patrick Schmidt as CEO.

Schmidt joins The Iconic MD and co-founder, Adam Jacobs, on the management team, and follows the departure of Jacob’s fellow co-founder and MD Finn Haesel Age Haensel last month.

Schmidt has 12 years experience in the online, retail, and marketing sector,and most recently served as international VP of Groupon Latin America, where he headed nine countries and 2000 employees. Prior to this, he was CEO and co-founder of Groupon Australia.

As CEO, Schmidt says he plans to focus on customer expectations, product range, continuous innovation, and operational excellence.

“I’m thrilled to be joining the fastest growing online fashion retailer in Australia. The Iconic has redefined shopping in Australia. This is a company with great people, a clear strategy to sustainable success, and a total commitment to delivering an unparalleled customer experience, supported by amazing products, great service and the latest technology,” Schmidt said.

“The Iconic’s ongoing investment in brands and technology continues to pay off. Thanks to the new spring/summer collection, The Iconic enjoyed its best month ever in September. Our range now includes top global brands like Nike, Adidas and GStar.

“With the recent investment of an additional $28 million, we will continue to expand our market leadership and build the one-stop online shopping destination for fashion, footwear and beyond.”