Super Retail Group to rename Amart Sports stores as Rebel stores


Australian speciality retailer Super Retail Group is set to transform its network of Amart Sports stores into new Rebel stores by 31 October in a $34m rebranding exercise.

Following the implementation of the decision, the number of Rebel stores will increase to 160 across the country and the Amart Sports brand will be discontinued.

According to the retailer, the move is consistent with its strategy of providing services to customers.

Amart Sports’ customer service expertise will be integrated with Rebel’s strengths in solutions and services.

Super Retail Group CEO and managing director Peter Birtles said: “Coming together under the one single brand will enable our sports division to further accelerate the shift it has made in recent years towards a concentrated focus on delivering the solutions and services that customers today need and want in order to live their sporting passions.

“Coming together under the one single brand will enable our sports division to further accelerate the shift it has made in recent years."

“Focusing on the Rebel brand will enable us to offer customers an expanded range of solutions and services at more locations, concentrate our investment building world-class omni-retail capabilities, and further streamline the end-to-end supply chain required to deliver the seamless omni-experience that customers expect.”

The transformation is expected to increase the company’s gross margin, with an estimated annualised amount of around $15m after two years, through range optimisation and reduction of underperforming categories, as well as synergy benefits in marketing and administration.

The proceeds will be reinvested in the development of the Rebel business.