Launched in October 2011, with backing from Rocket Internet, The Iconic has quickly developed into one of Australia's fastest-growing online retailers.


Identify, attract and pool all levels of talent across appropriate technologies to grow their staff by 25 within four weeks.

The Iconic's aim is to build a best-in-class technology function which supports a superior, measured and engaged customer experience across all channels.

Working in consultation with the CEO and Group MD, MitchelLake Consulting delivered a recruitment strategy to expand the technology team by 25 as well as marketing an unknown 'employer of choice' brand in a small, highly competitive Australian talent pool.

All roles were successfully filled within a short time frame.