Super Retail Group’s Erica Berchtold has been named the new chief executive of online fashion marketplace The Iconic.

Current chief executive Patrick Schmidt will remain in the role until February 2019.

Berchtold brings almost 20 years of retail experience to the business. Most recently she served as managing director of Super Retail Group’ sports division at Rebel.

“I am absolutely honoured to be joining The Iconic, the most dynamic, fastest growing fashion retailer across Australia and New Zealand,” Berchtold said.

“With a laser focus on customer experience, the team has done an amazing job evolving the brand and it will be fantastic working with them to take the business to even greater heights.”

Schmidt, who has served as The Iconic’s chief executive since 2013 and currently serves as the co-chief executive of Global Fashion Group, will step into the role of chairman for The Iconic.

“Under Erica’s guidance, The Iconic will continue to thrive as it designs the future of fashion retail across Australia and New Zealand, liberating its customers with a seamless and inspiring shopping experience,” Schmidt said.

“We’re excited to have found the very leadership qualities in Erica that are required to ensure the continued success of one of [Global Fashion Group’s] most important businesses, and I’m delighted to support Erica and The Iconic team.”

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