Footwear and fashion group Accent Group have today launched the first store in its new brand, 4Workers, which focuses on providing uniforms and work gear for healthcare, hospitality, construction and corporate workers.

The 150sqm store is located in Eastland, and will be followed by six further stores launching in Melbourne in the coming months.

“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,” said 4Workers general manager Armando Pedruco.

“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.”

Accent Group also owns and operates retail chains such as Hype DC, Platypus, Stylerunner, The Trybe and Pivot, as well as online marketplace Crèmm, and recently picked up the struggling Glue Store and Next Athleisure businesses for $13 million.

“We opened Eastland as 4Workers first location, appealing to the range of Healthcare practices and trade sites in the local area,” Pedruco said.

“We’re looking forward to bringing this offering to other locations in Victoria and the country.”