It was the partnership between two Australian retail giants – Country Road Group and The Iconic – that made waves in June last year.
While the sheer scale of The Iconic's visitor base – reported at 17 million monthly visitors – was no doubt appealing to CRG, Country Road MD Elle Roseby told Ragtrader that there was also another reason for the alignment.
A 20% crossover of customer, Roseby said.
She added that the top selling item on The Iconic is its heritage sweat.
"The best sellers are the best sellers," Roseby said.
"Our heritage sweat is of course the number one item across our business too.
"So there’s the love of the brand and the logo which is certainly very successful on The Iconic," she said.
The deal between the businesses saw CRG's brands Country Road, Witchery, Mimco and Trenery join The Iconic's collection of 1,000 brands and 80,000 products.
"Customers are changing the way they engage with fashion, and The Iconic provides the perfect platform for us to reach new audiences," Roseby said at the time of launch.