As one of the first Australian e-commerce players from the early 2010s to get us into the habit of buying clothes online, The Iconic is up against some stiff competition these days.

There’s Amazon, whose Australian expansion has been so aggressive it now accounts for a fifth of all national online spending. Then there’s Chinese-owned ultra-cheap retailers Temu and Shein, which are stealing customers so successfully that analysts say the trio are collectively reshaping global retail .

“We’ve seen Catch.com.au gone under . We’ve seen MyDeal.com.au gone under. You’ve seen a disruption in the marketplace. It’s no longer sleepy ,” said Jere Calmes, chief executive of The Iconic.

“We’d like to be in the winning circle when the disruption is over. [But] disruption is never over.”

The Ic

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