The Iconic lands first Australian distribution for UK retail giant New Look

UK high street brand New Look is making its first foray into the Australian market via online fashion destination The Iconic.

The move to launch in Australian via an online operation comes as rival Swedish label H&M, Japanese brand Uniqlo and Scandinavian company COS are preparing to launch their first bricks-and-mortar retail stores in Melbourne.

New Look items will appear on the site from today. The brand focuses on offering catwalk and celebrity-driven trends for a young consumer, at affordable prices.

The Iconic managing director Adam Jacobs told SmartCompany the deal with New Look was part of a strategy to add top international brands to its stable of Australian designers.

He says New Look were excited to be part of the Australian market, and The Iconic thought it was the right partnership due to its affordable price points, on-trend designs and constantly updating styles.

“New Look is an exciting addition to our growing portfolio of international brands who are choosing The Iconic to enter the Australian market,” he says.

“We are thrilled to be working with such a great brand, with core values in line with our own.”

Jacobs explains that New Look release new collections of apparel and accessories almost daily.

“It is fast fashion…our buying talent curates the offer to what is right for Australia,” he says.

The Iconic will pre-order items and stock the inventory in its Sydney warehouse.

Jacobs says The Iconic has another international brand joining in a few days, but declined to name it at this stage. The retailer also launched its first Android App today, which Jacobs says was developed by an in-house team.

New Look launched in 1969 and now has over 600 stores throughout the UK, and another 200 stores across Europe, North Africa, the Middle East and South East Asia.

The Iconic was founded in 2011m and has around 500 brands on offer.