Rebel (company)

Australian sporting goods chain owned by Super Retail Group

For Rebel Sport in New Zealand, see Briscoes Group.

Rebel

Headquarters in Rhodes, New South Wales

Industry| Retail
Founded| 1985; 40 years ago (1985)
Headquarters|

Rhodes, New South Wales

Australia

Number of locations

| 159 stores (2024)

Area served

| Australia

Key people

| Gary Williams (Managing Director)
Products| Sporting goods, leisure goods, sport apparel, footwear

Number of employees

| 6,000 (2024)
Parent| Super Retail Group since 2011; 14 years ago (2011)
Website| www.rebelsport.com.au

Rebel (formerly Rebel Sport), stylised as rebɘl, is an Australian sport equipment and related apparel chain. It is a subsidiary of Super Retail Group. The company has 159 stores across Australia and over 6,000 employees.[1]

## History

[edit]

Rebel store in Stockland shopping centre, Rockhampton, Queensland, 2022

### Original ownership (1985-2001)

[edit]

Rebel Sport was established in 1985 with its first store in Bankstown.[2]

It was listed on the Australian Securities Exchange in 1993.[3]

### Harvey Norman (2001-2007)

[edit]

it was purchased by Harvey Norman in July 2001.[4]

### Archer Capital (2007-2011)

[edit]

In 2007, Archer Capital acquired Rebel Sport and consolidated its sports retail businesses into it.[citation needed]

### Super Retail Group (since 2011)

[edit]

In 2011, Amart Sports was acquired by Super Retail Group.[5]

## Operations

[edit]

### Current store formats

[edit]

#### Rebel

[edit]

Formerly Rebel Sport.

In 2012, Rebel Sport dropped the word "sport" from its name and adopted a new logo and black and yellow branding.[6]

### Defunct store formats

[edit]

#### Amart Sports

[edit]

Amart was a big format sports store headquartered in Queensland.

Archer Capital acquired Amart Sports in 2004.[5]

In 2017, the Amart Sports brand was discontinued and merged into the Rebel Sport brand.[7][8][9][10] The merger was designed to allow a focus on a single sporting goods brand and reduce costs.

#### Rowe & Jarman

[edit]

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 complement Amart Sports. Rowe & Jarman became known as Amart Sports.[5][11][12]

## Brands

[edit]

Rebel stocks a number of well known international brands, including Nike, Asics, Adidas, Puma and Under Armour.

Ell & Voo is an activewear brand owned by Rebel.[13]

## Sponsorship

[edit]

On 25 November 2015, Rebel signed on as Women's Big Bash League's naming rights sponsor and also become the official online retail store of Cricket Australia.[14] Rebel sponsored the Rebel Sport Masters, a Tier 2 golf tournament on the Australasian PGA Tour held in January 2018 at Wainui Golf Club, Wainui, New Zealand.

## References

[edit]

1. ^ "About Us – rebel". rebelsport.com.au. Retrieved 29 October 2024.
2. ^ About Rebel Rebel
3. ^ Float unveiled for Rebel Sport Canberra Times 2 November 1993 page 11
4. ^ Results for six months ended 28 December 2002 Rebel Sports 12 March 2003
5. ^ a b c "Super Retail buys Rebel Group for $610m". The Australian.
6. ^ "Rebel rebrands to black and yellow to tackle premium market". Marketing Magazine. 3 December 2012. Archived from the original on 16 January 2019. Retrieved 16 January 2019.
7. ^ "Rebel - Super Retail Group". Super Retail Group. Retrieved 29 September 2020.
8. ^ "Super Retail gives Amart Sports the boot as Amazon looms". Australian Financial Review. 24 July 2017. Retrieved 29 September 2020.
9. ^ "'The Amart Sports brand has been a strong performer'". News.com.au. 25 July 2017. Retrieved 29 September 2020.
10. ^ "The end of Amart Sports". The Courier-Mail. 25 July 2017. Retrieved 29 September 2020.
11. ^ "Harvey staying out of the buy-out reveals much about Archer's shot at Rebel". The Age. 9 November 2006. Retrieved 28 February 2016.
12. ^ "Super Retail looks to expand after Rebel buy". The Australian. 18 October 2011. Retrieved 28 February 2016.
13. ^ "Super Retail Group | Shop Ethical! Company profile".
14. ^ "rebel throws support behind Women's BBL". bigbash.com.au. Retrieved 28 February 2016.

## External links

[edit]

* Official website