THE ICONIC, pioneers of fast delivery, announces partnership with Wing, Alphabet’s drone delivery service

From today, Wing’s Canberra-based customers can receive their orders from THE ICONIC in as little as ten minutes

SYDNEY – 29 AUGUST, 2019: THE ICONIC, Australia and New Zealand’s fastest growing fashion and sport online retailer, is proud to announce the next milestone phase in its quest to offer customers the fastest and most reliable delivery experience – a partnership with Alphabet’s drone delivery service, Wing. 

From today, THE ICONIC will offer Wing’s Canberra-based customers the option to receive orders of select apparel and accessories via Wing’s drone delivery service, arriving in as little as ten minutes. 

Anna Lee, Chief Operating Officer at THE ICONIC commented on the partnership: “We are excited to be able to offer Canberra-based Wing customers the ability to shop THE ICONIC, with a curated edit from Atmos&Here and Staple Superior available at launch. This opportunity is an incredible milestone in THE ICONIC’s ongoing journey to define the future of retail in Australia and New Zealand. As the first major Australian retailer to pioneer three-hour delivery and trialling one-hour delivery at Fashion Week in 2018, we’ll now be the first to deliver Aussies their favourite fashion and sports brands via Wing’s drones – in as fast as ten minutes.”

“THE ICONIC is focused on constantly innovating to create seamless and inspiring experiences for our customers, so to be part of an initiative that is potentially game-changing for delivery and logistics in Australia is incredible.”

Zoe Ghani, Chief Technology Officer at THE ICONIC continues: “The need for urgent delivery is something most people can relate to – whether it be a last minute gift for your partner on your anniversary, a fresh shirt or tie to replace coffee-stained clothing before a job interview, or you simply forgot to pick up a gift for Father’s Day this weekend, drone delivery will be an incredible solution for life’s tricky situations.”

“At THE ICONIC, we learn, build and test features based on what our customers tell us. Through our partnership with Wing we will begin to understand exactly why and for what reasons our customers will use the drone delivery service, which will enable us to evolve what drone delivery will look like for fashion in the future.”

THE ICONIC’s partnership with Wing will initially launch with products from Atmos&Here and Staple Superior. This will be followed by brands such as Calvin Klein, C&M (Camilla & Marc), Bonds, Daniel Wellington, G-SHOCK, Happy Socks, Le Specs, Local Supply, Quay, Ray-Ban, and TIMEX, which will be added to THE ICONIC’s Wing assortment over the coming days. 

Terrance Bouldin-Johnson, Head of Australia Operations, Wing, says: “THE ICONIC is the first fashion retailer to join Wing’s drone delivery service, alongside more than a dozen other local and national businesses delivering items such as fresh bread, hot coffee and supermarket goods. We’re pleased to be working  with THE ICONIC to provide Wing customers in Canberra with the ability to order a range of apparel and accessories to their home within minutes through our air delivery service.” 

Canberra-based Wing customers wishing to take advantage of THE ICONIC’s new delivery service can do so by ordering through the Wing app. Once an order is placed, a drone is dispatched from Wing’s delivery facility in Canberra’s industrial suburb of Mitchell, and delivered to the chosen address. 

The drone delivery trial comes as THE ICONIC continues to strengthen its in-app product tech features including Wishlist Boards and Follow the Brand. Both features join THE ICONIC’s line-up of seamless tech experiences such as Snap to Shop, Find Your Fit and The Daily.

For more information on Wing visit and to shop THE ICONIC’s full brand and product range, visit


Delivery of ICONIC orders through the Wing app can only be done so by customers pre-signed up to Wing’s drone delivery service. Wing is currently available to a small number of households in the North Canberra suburbs of Crace, Palmerston, Franklin and soon to be offered in the suburb of Harrison. Customers living within these suburbs and interested in signing up to the Wing trial to order ICONIC products should register their interest via