David Jones seeks brand revival as Erica Berchtold named CEO

David Jones has appointed Erica Berchtold as chief executive officer, as the department store looks to accelerate its transformation plan and reignite one of Australia’s oldest retail brands.

Berchtold, who becomes the first female CEO in David Jones’ 188-year history, steps into the role effective immediately after 12 months as chief commercial officer, where she also held responsibility for supply chain.

She replaces Scott Fyfe in what David Jones described as a planned leadership transition.

The appointment puts a seasoned retail and digital leader at the helm of the business as it seeks to sharpen its five-year INSPIRE30 transformation plan.

Berchtold previously grew THE ICONIC into a major online retailer across Australia and New Zealand and has also served as managing director of Rebel Sport.

Her priorities at David Jones will include operating model improvements, cost efficiency, capability building, strengthening the commercial portfolio and reigniting the David Jones brand through its customer offering and store network.

“It is a tremendous honour to be appointed CEO of David Jones, one of Australia’s most iconic retail brands with a proud 188-year history,” Berchtold said.

“The refinancing allows us to stabilise and reset the business with a strong focus on growing our strategic core and modernising our technology and digital platforms.

“My aim is to further improve customer experience by curating our brand so that our strategy is aligned with our core values and the needs of our customers. I plan to lead our incredible team of people with decisive and results-oriented action.”

The retailer has also completed a new three-year, asset-backed lending facility with Hilco, which it said will strengthen its balance sheet and provide financial flexibility to support growth initiatives and supplier partnerships.