The Hidden Story Behind THE ICONIC’s $800M Rise with Jere Calmes

What happens when a CEO treats e-commerce like an Olympic sport?In this episode of Beyond The Now, Liam sits down with Jere Calmes, CEO of THE ICONIC, one of Australia’s most influential e-commerce brands. With over $800M in annual revenue and millions of loyal customers, THE ICONIC has become the benchmark for fast, customer-first online retail. But as Jere reveals, maintaining that leadership meant rebuilding from the inside out.Jere shares the hard lessons learned from decades of leading companies across continents, from Moscow to Sydney, and how he rebuilt THE ICONIC’s focus on product, purpose, and profitability. He opens up about what went wrong after COVID’s e-commerce boom, the bold decisions that restored customer trust, and the leadership mindset required to scale sustainably in a changing market.Listeners will hear insights on operational discipline, culture, and the delicate balance between innovation and execution. From the company’s new loyalty program to its investment in AI-powered personalization, this episode gives a rare look at what it truly takes to lead at scale, and why optimism and clarity remain Jere’s greatest leadership tools.Key Takeaways Refocusing on purpose and profitability rebuilt THE ICONIC into a healthy, customer-first business.A “product mindset” is more than tech-it’s a way of listening to customers at scale.True leadership means balancing financial rigor with optimism, even when the data looks grim.Timestamps:[00:00:00] The story behind THE ICONIC’s impact and Jere’s journey to Australia[00:04:00] From leading in Russia to joining Australia’s biggest online retailer[00:08:54] What surprised Jere most after taking over as CEO[00:12:00] The role skiing played in shaping his discipline and leadership style[00:18:37] The first major challenges at THE ICONIC and the turnaround strategy[00:22:28] How “product mindset” became the secret engine of growth[00:25:00] Why delivery and logistics drive loyalty in e-commerce[00:30:09] Launching THE ICONIC’s loyalty program built with 50,000 customers[00:40:16] Lessons in profitability, data, and decision-making at scale[00:54:47] How AI and technology are reshaping the future of online shoppingLinks Jere Calmes LinkedinThe Iconic WebsiteInstant websiteLiam Millward's LinkedIn

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