Accent Group has today unveiled its first store in its new retail brand 4Workers, at Eastland Shopping Centre.
4Workers targets the rapidly growing construction, healthcare, hospitality and trade industries and offers workwear apparel, footwear and accessories for a range of industries.
The retail brand was launched in March and plays into Accent's Virtual, Vertical and VIP strategy, which sees it focus on serving VIP customers with owned brands.
The 150sqm store sees 4workers introduce its own line of safe, comfortable and stylish workwear as well as house a mix of Accent-distributed brands including Skechers and Caterpillar and external brands such as Hard Yakka, Mongrel, New Balance, Birkenstock and Blundstone.
The Eastland opening kicks off a period of expansion for the brand, which is set to open a further six stores across Melbourne in the coming months.
4workers will also launch an eCommerce site to capitalise on Accent's digital capabilities.
Speaking on the opening, 4workers GM Armando Pedruco said that the brand's aim is to offer a best-in-class experience for those shopping for workwear.
"4Workers has been established to fill a gap in the market of workwear that’s easily accessible, convenient and high-quality offering a good, better, best strategy of product.
"By creating a multi-brand and immersive retail experience, our customers will be able to shop the biggest brands in workwear at a shopping centre location and online, and experience the customer service expected of Accent Group," he said.
When it comes to the store location, Pedruco added that Eastland was chosen as it would best serve the surrounding community.
"We opened in Eastland as 4Workers first location, appealing to the range of healthcare practices and trade sites in the local area.
"We’re looking forward to brining this offering to other locations in Victoria and the country," he said.
To celebrate the store opening, former Australian Cricketer Merv Hughes will welcome shoppers on Saturday May 08, with complimentary coffee, gifts and prizes up for grabs by 4Workers’ first customers.
4Workers joins a suite of retailers at Accent Group including Hype DC, Platypus, Stylerunner and newly acquired Glue Store.