Erica Berchtold will become CEO of David Jones, the first woman to lead the 188-year-old department store in its history. She moves up from chief commercial officer, a role she has held since May 2025.
Berchtold replaces Scott Fyfe. The formal announcement is expected this week, according to the Australian Financial Review.
The Context
David Jones operates 30+ stores across Australia, concentrated on the eastern seaboard. It positions as premium/upper-mid-range but operates in a challenged category. Competitors include Myer, specialist fashion retailers, and online platforms.
The business is privately owned by Anchorage Capital Partners, which acquired it from Woolworths Holdings for ~US$100 million in 2022/2023. That is a sharp fall from the A$2.1 billion WHL paid in 2014. Revenue estimates vary: Growjo puts company-wide annual revenue at US$1.6 billion, while davidjones.com specifically generated an estimated US$227 million in online sales in 2025, with fashion making up 59% of sales.
The Track Record
Berchtold started in retail at Grace Bros, which later became Myer. She has led online fashion retailer The Iconic and served as CEO of Mosaic Brands (Millers, Rockmans, Noni B). Before The Iconic, she spent 12 years at Rebel Sport.
In 2023, she was appointed CEO of Best & Less Group but did not take the role.
What It Means
Berchtold inherits a legacy brand with strong recognition but ongoing pressure to improve profitability and defend market share. Department stores globally face structural challenges from specialist retailers and e-commerce.
For sales professionals watching retail leadership moves: this is a turnaround play at a premium brand in a tough category. The trajectory from US$100M acquisition price tells you where the baseline is.