Accent Group is Australia’s biggest retailer of footwear and they own iconic brands such as Platypus, Stylerunner and The Athlete’s Foot. To capitalise on the trend in premium sportswear, the company have announced that they will shortly be releasing their own range of luxe sportswear.
Accent Group has named the new line Mindful Department and they will be set to be released soon. According to the company the brand’s is looking to promote an image of positivity and mindfulness as well as comfort and luxury. The products will be luxury at an affordable price.
The initial launch will be soft with a small number of products and will be available on the Stylerunner stores. However, the plan will be that a dedicated website will be created within six months specifically for this product range.
With the growth of activewear and healthy living, there has been an increased market for products that are comfortable and can be wore casually. As people spent more time confined to their homes during Covid, people found activewear a popular choice for wearing at home and going out for exercise and walks during the day.
The premium activewear market share is currently held by some big well known brands such as Lulumon and Lorna Jane however Accent Group believes they can position themselves in a market segment that has strong growth potential.
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