Accent’s new activewear brand Exie opens two stores in Melbourne
Carrie LaFrenzSenior reporter
Oct 29, 2021 – 4.23pm
Save
Share
Women’s activewear label Exie – one of Accent Group’s recently acquired brands – is poised to open two new bricks and mortar stores on Friday evening in Melbourne as the state re-opens following its latest lockdown.
The end to the city’s 250 days of pain finished up a little over a week ago on October 21, but most major stores are throwing doors open at 6pm Friday until late night.
Exie was meant to open its first outlet just before Melbourne’s lockdown hit and after months of waiting will now open new stores at Westfield Foundation Gate and Eastland malls.
“It’s really important for the customer to try and touch and feel and fit the garment”: Christina Exie. AFR
Christina Exie – who founded the brand in her spare bedroom just two years ago – is expecting shopping centres to be busy given pent-up demand, and is excited about the long-awaited store openings.
“With an apparel brand like Exie, it’s really important for the customer to try and touch and feel and fit the garment,” she said. ”So is really exciting to experience the brand from a bricks-and-mortar perspective.”
Accent Group[/paste:font]
2.530 at 3/11/21
The stores feature stainless-steel fixtures contrasted against velour ottomans and fabric curtains in pops of bright pink. They are fitted with chrome barbells as hanging rails, oversized dumbbells and boxing equipment.
Ms Exie said the brand is aimed at teens to mid-30s women with basics, simple silhouettes and pops of colour.
“It’s a bright fun brand. Generally, it’s aimed at the gym girl. She can go to gym and put sweats on and then go to brunch,” Ms Exie said.
Accent is best known as the nation’s largest footwear retailer with more than 20 per cent of the market. It owns The Athlete’s Foot, Platypus, Hype DC, Skechers and The Trybe chains, and sells brands such as Nike, Skechers, Dr Martens, Vans, Merrell, Saucony and Timberland.
It snapped up Exie in January as part of its new brands and formats strategy unveiled in Marchto investors.
Exie is a top-selling brand on online activewear retailer Stylerunner, which was bought by Accent in 2019 after it collapsed. Accent moved further into apparel launching PIVOT, a chain of sportswear shops selling budget-priced clothing and running shoes at that time.
Advertisement
The first Exie bricks-and-mortar store opened at Sunshine Plaza in Queensland earlier in October, and Accent plans to open stores at Pacific Fair and Highpoint in coming weeks.
Ms Exie said any future stores would depend on how sales go in current sites in the key November and December trading periods.
RELATED
The worst for retail sales ‘is now behind us’
Exie sits in Accent’s vertical products and brands segment, which posted huge growth of 103.2 per cent in fiscal 2021 to $25.6 million, and it’s expecting to post more than $70 million this financial year.
Stylerunner the Label and Exie continue to grow their product mix within Stylerunner, with new ranges launching throughout this year.
Following the Glue Store acquisition, Accent now owns 10 vertical brands, including Stylerunner the Label, Exie, Nude Lucy, Article One, Henley’s, Lulu & Rose, ITNO, Alpha, Mindful Department and Beyond Her.
- Forums
- ASX - By Stock
- Santa Claus Rally
Accent’s new activewear brand Exie opens two stores in Melbourne...
-
- There are more pages in this discussion • 24 more messages in this thread...
You’re viewing a single post only. To view the entire thread just sign in or Join Now (FREE)
Featured News
Add AX1 (ASX) to my watchlist
|
|||||
Last
$2.25 |
Change
0.020(0.90%) |
Mkt cap ! $1.266B |
Open | High | Low | Value | Volume |
$2.23 | $2.26 | $2.22 | $1.634M | 728.3K |
Buyers (Bids)
No. | Vol. | Price($) |
---|---|---|
5 | 24941 | $2.24 |
Sellers (Offers)
Price($) | Vol. | No. |
---|---|---|
$2.26 | 29728 | 6 |
View Market Depth
No. | Vol. | Price($) |
---|---|---|
5 | 24941 | 2.240 |
2 | 14843 | 2.230 |
3 | 19843 | 2.220 |
1 | 4843 | 2.210 |
7 | 15048 | 2.200 |
Price($) | Vol. | No. |
---|---|---|
2.260 | 29728 | 6 |
2.270 | 89378 | 6 |
2.280 | 3563 | 1 |
2.290 | 59137 | 6 |
2.300 | 55728 | 11 |
Last trade - 16.10pm 20/08/2024 (20 minute delay) ? |
Featured News
AX1 (ASX) Chart |
The Watchlist
CC9
CHARIOT CORPORATION LTD
MD - Shanthar Pathmanathan, Geologist - David Trabert
MD - Shanthar Pathmanathan
Geologist - David Trabert
SPONSORED BY The Market Online