Footwear and fashion group Accent Group is set to launch a brand new retail brand aimed at work gear, 4 Workers, focusing on the areas of healthcare, hospitality, construction and corporate gear.

The first store in this new brand will open in May, with the design of the store geared towards appealing toward female shoppers.

Accent Group announced the brand in a presentation to investors and analysts on Thursday, where it said the brand is a significant opportunity to capture share in a fast growing market, and that it will be a “shopping centre based business”.

The brand is the latest in Accent’s growing portfolio: from purchasing and expanding Stylerunner last year, to the launch of The Trybe, Pivot and online marketplace Crèmm.

The group revealed strong half-year results last month, with net profit after tax growing 57.3 per cent to $52.8 million off the back of digital sales doubling.

“They were perfectly placed to take advantage of the gold rush because they were all in before it hit,” Nathan Bush, founder of the Brisbane-based retail consultancy 12High, told Inside Retail.

“It is well known that Accent Group have heavily invested in team capabilities, technology, inventory visibility and fulfilment options for many years. Covid was where they cashed in and accelerated.”

Accent Group chief executive Daniel Agostinelli said the group is on track to launch 90 stores this financial year.