David Jones has appointed Erica Berchtold, the former chief executive of online retail giant The Iconic, as chief commercial officer, with the newly created role to form part of the department store’s Executive Leadership Team.

Berchtold is due to commence the new role from 2 June 2025, and will be responsible for overseeing Merchandise and Supply Chain, with the aim of promoting consistency and supporting the company’s Vision 2025+ strategy.

David Jones CEO Scott Fyfe said: “We are thrilled to welcome Erica into our business in the newly created role of Chief Commercial Officer, which is an important part of our business plan for long-term, sustainable, and future-focused growth. This appointment further strengthens the Executive Leadership Team, enhancing our capabilities as we advance into the next chapter of our strategy. The strategic realignment merges two powerhouse areas of the business – Merchandise and Supply Chain – that are critical to driving transformation, evolving our offering as Australia’s leading omnichannel retailer, and delivering on the needs of our David Jones customers well into the future.”

The role will involve leading the Merchandise strategy and the Value Chain transformation program – a multi-year initiative is designed to streamline the company’s buying, distribution, and sales processes. With over 20 years of experience in the Australian retail industry, Berchtold has a background in business transformation and growth. In addition to her role at The Iconic, she has served as Managing Director of Rebel Sport, and CEO of Mosaic Brands.

“I’m thrilled to be joining David Jones at such a pivotal time, as the retail landscape presents significant opportunities for evolution and growth. This newly created role offers an exciting opportunity to leverage my experience and collaborate with the team to challenge convention and future-proof our Merchandise and Supply Chain strategy. With a portfolio of leading brands, an exceptional store network, and a digital platform poised for accelerated growth, there is immense potential that lies ahead. I am looking forward to making significant and lasting contributions to this iconic retail business,” said Berchtold.