Case Study: THE ICONIC achieves secure, scalable identity for massive user growth with Auth0

How THE ICONIC Manages Massive User Growth With Auth0

THE ICONIC is Australia and New Zealand’s leading online fashion and sports retailer, founded in 2011, adding roughly 200 new products a day and attracting over 13 million site visits per month. Rapid, double‑digit year‑on‑year growth left its in‑house identity system struggling to secure millions of customer records while maintaining a seamless user experience and integrating with legacy applications.

THE ICONIC implemented Auth0 to outsource credential management and integrate with existing systems, using protections like IP address monitoring and conditional multi‑factor authentication to stop credential stuffing without harming UX. The rollout now covers all publicly facing apps and saved an estimated 5,000+ implementation hours plus about 70 maintenance hours per month, allowing the team to focus on building products and improving customer experience.

THE ICONIC

Piers Warmers

Principal Software Engineer