David Jones Names Supply Chain Chief Erica Berchtold as CEO in First Female Leader's 188-Year History

David Jones has appointed Erica Berchtold as its new Chief Executive Officer, effective immediately, marking the first female CEO in the retailer's 188-year history. Berchtold, who has led the department store's supply chain for the past 12 months as Chief Commercial Officer, succeeds Scott Fyfe in a planned leadership transition.

David Jones has turned to the woman who has been running its supply chain to lead its next chapter. Erica Berchtold has been appointed Chief Executive Officer of the 188-year-old department store, making her the first female CEO in the retailer's history.

Berchtold, who joined David Jones in May 2025 as Chief Commercial Officer with responsibility for merchandise and supply chain, steps into the top job effective immediately. She replaces Scott Fyfe in what the company described as a planned leadership transition.

Her appointment comes as David Jones looks to sharpen the execution of its five-year INSPIRE30 transformation plan. The strategy focuses on operating model improvements for greater cost efficiency and capability, enhancing the commercial portfolio for better margins and brand strength, and reigniting the David Jones brand through its customer offering and store network.

Berchtold brings deep expertise across e-commerce, digital transformation, brand curation and retail operations. She previously led THE ICONIC, growing it into one of Australia and New Zealand's largest online retailers, and served as Managing Director of Rebel Sport. She also held the role of CEO at Mosaic Brands before its collapse into voluntary administration.

"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.

"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 appointment was accompanied by news that David Jones has completed a new three-year; asset-backed lending facility with Hilco, designed to strengthen its balance sheet and provide financial flexibility to support growth initiatives and supplier partnerships.

Berchtold said the refinancing "allows us to stabilise and reset the business with a strong focus on growing our strategic core and modernizing our technology and digital platforms."

Here is the question this appointment raises. David Jones has turned to its supply chain chief to lead the business through a transformation plan that hinges on operating model improvements and cost efficiency. When a retailer's biggest challenge is getting the right products to customers at the right price, is putting a supply chain expert in the CEO seat the smartest move or just the most obvious one?

As Erica Berchtold takes the helm as David Jones CEO, The Silicon Review asks a final question. When a 188-year-old institution appoints its first female CEO, is that a sign of progress or just a reflection of how long it has taken retail to catch up?

FAQ:

Q: Who is the new CEO of David Jones?
A: Erica Berchtold has been appointed as the new CEO of David Jones, effective immediately.

Q: Why is Erica Berchtold's appointment significant?
A: She is the first female CEO in David Jones' 188-year history.

Q: What was Erica Berchtold's previous role at David Jones?
A: She served as Chief Commercial Officer for 12 months, where she was responsible for the retailer's supply chain.

Q: What is the INSPIRE30 transformation plan?
A: It is David Jones' five-year strategy focused on operating model improvements, cost efficiency, strengthening margins, and reigniting the brand through customer experience and store network.

Q: What other retail experience does Erica Berchtold bring?
A: She previously led THE ICONIC as CEO, served as Managing Director of Rebel Sport, and was CEO of Mosaic Brands.

Q: Did David Jones announce anything else alongside the CEO appointment?
A: Yes, the retailer completed a new three-year, asset-backed lending facility with Hilco to strengthen its balance sheet and support growth initiatives.