Accent Group launched the first store in its new value-conscious brand Pivot last week, with hundreds of shoppers lining up to experience the new offer.

While Accent Group already has Hype and Platypus to focus on the sneaker-obsessed teen and fast-fashion offers, Pivot aims to focus on lifestyle, casual, street, sport and training product lines at a more affordable price.

Earlier this year Accent Group chief executive Daniel Agostinelli said there was a major void in this area in the Australian market, and that Pivot would aim to fill it.

“It’s a Rebel space, and a few others, but we feel particularly with our vertically-driven brands and the support from our third parties that we can put together a strong value offering,” Agostinelli said.

“It’s not the latest and greatest… Young, trendy, fashionable shoppers aren’t going to shop there. It’s not for them.”

The Shellharbour, Sydney store opened on Friday 5 June.