Lauren SamsFin editor, deputy editor AFR Magazine and fashion editorJun 22, 2026 – 5.00amDavid Jones has jettisoned chief executive Scott Fyfe after six years and replaced him with retail industry veteran Erica Berchtold.The private equity-owned department store appointed Berchtold as its chief commercial officer in May last year. Berchtold, 50, was previously the chief executive at online fashion retailer The Iconic and at Mosaic Brands, the now-defunct owner of the Millers, Rockmans and Noni B chains.Subscribe to gift this articleGift 5 articles to anyone you choose each month when you subscribe.Subscribe nowAlready a subscriber? Fetching latest articles
David Jones dumps chief executive, promotes Berchtold to top job
The loss-making retail giant will make the change as early as Monday after its private equity owner negotiated a loan package to keep the business afloat.
TL;DRAI
David Jones replaces CEO Scott Fyfe with Erica Berchtold, e-commerce veteran from The Iconic, after six years. For tech leadership, the pattern repeats: legacy retail now must embed omnichannel and digital engineering capabilities at the C-suite to compete.
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