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Here’s how The Iconic stuck to its values during Covid-19

When the global coronavirus pandemic caused foot traffic and spending to fall off a cliff earlier this year, many retailers were forced to pivot to keep their business afloat. Some quickly launched new forays into PPE, while others put inessential projects on hold. They were in survival mode. For many retailers, a relatively new set of sustainable and ethical business goals would have been – sadly, perhaps – set to one side until they got a handle on the ‘new normal’. But not The Iconic,

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