Sydney, New South Wales, Australia, June 2026 — David Jones has announced the appointment of Erica Berchtold as its new Chief Executive Officer, marking a significant milestone in the company’s ongoing transformation and growth journey.
Berchtold succeeds Scott Fyfe, who has led the business for the past five and a half years through a period of substantial change, including the challenges of the COVID-19 pandemic, a change in ownership, and the early stages of the company’s transformation strategy.
David Jones said Berchtold brings more than two decades of leadership experience across Australia’s retail sector, with a proven track record of driving growth, building high-performing teams, and delivering strong customer-focused outcomes.
Since joining David Jones as Chief Commercial Officer in 2025, Berchtold has played a pivotal role in strengthening the company’s merchandise and supply chain capabilities while helping advance its transformation agenda. Her promotion reflects the confidence the board and leadership team have in her ability to lead the next chapter of the iconic retailer’s evolution.
Prior to joining David Jones, Berchtold served as Chief Executive Officer of Mosaic Brands, where she led one of Australia’s largest specialty fashion retail groups through a dynamic and competitive retail environment.
Before that, she was Chief Executive Officer of THE ICONIC, one of Australia and New Zealand’s leading online fashion and lifestyle retailers. During her tenure, she helped accelerate the company’s digital growth, customer experience innovation, and market leadership position across the region.
Earlier, Berchtold spent more than seven years with Super Retail Group as Managing Director – Rebel, Amart Sports, Infinite Retail and Goldcross Cycles, leading a period of significant growth for the sporting retail business. Under her leadership, revenues grew from approximately AUD 600 million to AUD 1 billion, while customer engagement, employee engagement, omnichannel capabilities, and store network expansion all recorded substantial improvements.
Her earlier career included senior leadership positions with Specialty Fashion Group, Rebel Sport, and Harvey Norman, where she built extensive expertise across merchandising, marketing, retail operations, brand management, customer experience, and business transformation.
Throughout her career, Berchtold has earned recognition for her contributions to Australian retail leadership, including industry awards and board-level responsibilities across sporting and retail organizations.
As Chief Executive Officer, she will lead David Jones’ continued transformation, focusing on customer experience, operational excellence, brand growth, digital innovation, and long-term value creation while building on the retailer’s nearly two-century legacy.
About David Jones
David Jones is one of Australia’s most iconic retail brands, with a heritage dating back to 1838. The company offers a curated portfolio of Australian and international brands across fashion, beauty, homewares, food, and lifestyle categories.
With a vision to inspire customers through exceptional experiences and services, David Jones continues to evolve its omnichannel retail capabilities while maintaining its position as a premium destination for consumers across Australia and New Zealand.
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