The Iconic has widened its product assortment yet again, this time expanding into the home category.
The move sees the eTailer expand into the $2 billion housewares and the $1 billion online home furnishings markets, offering customers a curated assortment of home products.
The Iconic Home offers customers a selection of products including bedding, stationery, towels, kitchen and bath accessories, technology, aromatherapy, artwork and more from 130 brands.
The new destination is the latest in the eTailer's expanding portfolio, having added beauty, sport and an outlet destinations to its offering over the past year.
"We are thrilled to announce the launch of The Iconic Home and offer our ANZ customers even more choice when shopping with us.
"Whether you are looking to refresh your bedroom space, elevate your home office, or stock up on the latest fashion, beauty, sport and tech must-haves, this launch is testament to our unwavering commitment to offer our customers an unrivalled shopping experience in line with their evolving needs," she said.
The Iconic Home offers brands including Sheet Society, Aesop, In Bed, Saarde, Crosley, Country Road, Black Blaze, Seed & Sprout, Ettitude and Olive et Oriel to customers.
The destination will also be the exclusive new destination to access AERE Home, which is an extension of the brand's styles for men and women.
The platform also has a focus on eco-conscious brands, with 45% of the of the retailer’s Home assortment is shoppable via the Considered Edit.
The Iconic Home buying manager Joshua Nunan said key trends in the home category are Mindfully Made, Zen-Escapes and Retro Tech.
"A continued movement to mindful living is influencing a new wave of conscious design," Nunan said.
"Meanwhile, with many of us spending increased time at home, we’re seeing customers look to create spaces that channel retreat and wellness.
"And, old is new again when it comes to tech and audio escapes," he said.
The Iconic Home assortment of products adds to The Iconic's 80,000 product assortment across fashion, beauty and kids.