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|Headquarters||Lidcombe, New South Wales, |
Australia / New Zealand
|Owner||Super Retail Group (AU) |
Briscoe Group (NZ)
Rebel is an Australian and New Zealand sport equipment and related apparel chain.
The company was born out of a franchise agreement between Briscoe Group and Rebel Sport Australia in 1985. The owner of this is the owner of Fantastic Furniture. After successfully overseeing the expansion of the Briscoes Homeware stores from 12 to 22. Briscoe has exclusive rights to the Rebel Sport name in New Zealand and the first store was opened in Panmure.
Archer Capital acquired Amart in 2004. Amart was a big format sports store headquartered in Queensland. Archer Capital also merged its acquisitions of South Australian-based Rowe & Jarman, smaller format stores doing business in Western Australia, South Australia, Northern Territory, Victoria and Tasmania to compliment Amart. Rowe & Jarman became known as Amart. In 2007, the private equity firm acquired Rebel Sports and consolidated its sports retail businesses into it.
Super Retail Group Limited
In Australia, Rebel Group Limited was taken over by Super Retail Group Limited in 2011. The company stocks a number of well known international brands including, Under Armour, ASICS, Adidas, and Nike. As a group, Rebel Sport (aka rebel) has more than 90 stores across Australia, and employ over 4,500 employees. In 2012, Rebel Sport dropped the word "sport" from its name and adopted a new logo and black and yellow branding.
Like its sister nameplate Briscoes, Rebel Sport is comparable in size to a medium size discount department store. The chain does have a lowest price guarantee, although its unique duopoly position in the market allows it to stock a relatively high-end range while providing wider appeal through a calendar crammed with discount sale promotions.
In 2005, a deal collapsed between Briscoe Group and Lane Walker Rudkin (LWR), owners of the Stirling Sports, which would have seen Briscoe buy out the Stirling franchise. Following this, LWR announced plans to launch several large format stores across the country, beginning with a store in Christchurch, which it opened in mid-2006.
After Stirling's big box launch, Rebel sport began a new marketing campaign targeting a wider audience from their traditional club-orientated team sport audience. The company continued their aggressive expansion programme, launching several smaller-format stores such as Napier and Taupo to allow branches to reach further into provincial areas.
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