Accent Group has taken its next step in expanding the Hype DC brand, unveiling plans for a new concept store to open in Queen Victoria Building later this month.

The store, which is currently under construction, is slated for opening on May 30 and will introduce a new look for the business that will play with soft vs. hard surfaces and matte vs. reflective materials.

There will be a number of product firsts in the new store, including limited release New Balance X90 silhouette shoes, R.M Williams products and runaway sneaker styles from Lacoste.

Designed in partnership with creative studio ‘Noise Noise Noise’, the new store promises to provide a minimalist take on modern store architecture with things like stainless steel fixtures, LED lighting and rubber inlay details.

“We are delighted to elevate the Hype DC brand to new levels of sneaker retailing with this new dynamic store concept,” Accent Group chief executive Daniel Agostinelli said in a statement.

“As we expand our retail footprint with this new design, we believe that with our people and carefully curated selection of multi-brand footwear we will remain Australia’s number 1 sneaker retailer.”

The expansion comes after Accent completed its integration of the business and an improvement in trading from the brand, which was struggling for some time.

Accent bucked the retail blues in February, booking a 19.1 per cent increase in its half year net profit to $25.2 million.

At the time Agostinelli said he was focused on further expansion for the Hype DC brand, particularly in New Zealand.