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Case Study: rebel Sport, Australia


Case Study: rebel Sport, Australia

Rebel Sport opened its first store in Bankstown, NSW, Australia, in 1985 and has since grown to become the country’s leading retailer of sports and leisure equipment, apparel and footwear.

With the mounting pressure in the sector from the arrival of international players such as Decathlon and JD Sports, the company decided to merge its two sports stores, Rebel Sport and Amart, under the one umbrella – rebel. Over a period of 12 months, the network of more than 160 stores Australia-wide has taken its customer experience to the next level and continues to challenge the assumption of a brand primarily focused on product and price.

While still maintaining their lowest price guarantee, rebel has invested in its physical and digital stores to meet the modern customer’s expectations and provide different ways of interacting with the brand, creating a whole new rebel customer experience.


The rebel flagship store in the Macquarie Centre, Sydney, has been entirely re-imagined with a focus on customer experience and brand expertise. The new store layout takes a different approach with product being displayed in terms of end use rather than category. A runner looking for a new kit will now find an “ecosystem” with a complete range of clothing, footwear, accessories and complementary products specially selected for the runner. In addition, more than 6,000 team members have been re-trained in the new “ecosystem” system to offer customers advice and information when in-store. Not only has the new layout increased sales, it has solidified the brand as a key sporting destination and a place to interact with the experts.

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Sales Stats:

  • 3 new rebel stores were opened
  • Total sales grew 3.2% to $979.2 million AUD
  • Like for like growth reached over 4% in the final quarter
  • 2% like for like sales growth driven by transaction number growth


Rebel’s online retail experience has been reconfigured to make it easier to navigate and use and the omni-channel offering is aimed at increasing customer engagement with the brand. The online store is open 24/7 with standard delivery options as well as a new click and collect in-store option which can be ready for pick-up in as little as 4 hours. For ease of mind, different payments options are available including Afterpay, whereby customers can pay for the product in fortnightly installments and customers can return products free of charge in over 6,600 different locations Australia wide. Online, members of Rebel Active can enjoy member only pricing and access to exclusive content on the Rebel Insider blog. Customers are also encouraged to provide ratings and reviews for products they have purchased in order to share their experiences and assist other customers in selecting the right products for their needs.

Sales Stats:

  • Online sales increased by 152% as a result of click-and-collect
  • The rebel Active Net Promoter Score (NPS) was 3 times higher than the prior year

Investing in the physical and the digital store is key for rebel as an aim to maintain its leading position in the wake of new international competitors entering the Australian market.

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