Accent Group has announced its expansion into the $2.2 billion workwear market*, with the launch of a new brand, 4Workers.
The move forms part of Accent's Virtual, Vertical and VIP strategy, which sees it focus on serving VIP customers with owned brands through virtual channels.
4Workers will cater to the healthcare, hospitality, construction and corporate industries, providing options for those who spend many hours on their feet.
4Workers will enter the bricks-and-mortar space in May, expanding to three locations by the end of FY21.
According to Accent, the store will be designed to appeal to female customers and will be shopping centre based.
"[4Workers presents a] significant opportunity to capture share in a fast growing market segment.
"The brand is designed to appeal to a broad customer base including nurses, chefs, tradies and others who work," the business said.
However, 4Workers isn't the only new brand the footwear giant is set to launch.
Mindful Dept. - a new street/activewear label - will launch in May/June in Stylerunner.
The street and sport luxe-inspired label will also launch onto its own brand website in the coming months.
Meanwhile, Stylerunner is also set to further grow Exie - a top-selling brand in Stylerunner which Accent acquired from founder Christina Exie in late January.
Christina Exie has joined Accent to help drive the growth, the strategy of which is focused on growing Exie as a standalone brand, as well as enhancing its position in Stylerunner.
*Estimated figure sourced from Australian Financial Review article