Inside the Rebel stadium

rebel bondi 1Rebel Sport launched its first ‘accelerate’ concept store at Westfield Bondi Junction yesterday evening with a red carpet event attended by sports stars and media personalities.

Set over 1160sqm, the new flagship store includes instore personal services including bra-fitting specialists, podiatrists and a team of personal trainers who will provide advice and assistance to customers.

Rebel says it aims to replicate the experience of being in the arena, locker room or playing alongside sports legends, through the physical design and use of virtual technology.

“It was our ambition to create a retail experience and store that injects the emotion, passion and excitement of sport, into the shopping experience,” said Erica Berchtold, MD of Super Retail Group’s sports brands which include Rebel and A-Mart Sports, GX Cycles and Workout World.

“We believe in listening to our customers and giving our sports lovers the access to the best brands, best products and best services, and we believe the creative design services and digital offerings of our new store reflect and reinforce our philosophy.”

The new line of concept stores will set a new benchmark for the business and will be rolled out across Australia over the next 12 months, with stores at Chatswood and Miranda Westfield in the pipeline.

Customers will have access to extended and exclusive ranges from Nike, Under Armour, Reebok and Adidas. The store will open to the public on Friday, November 27.

Sports stars in attendance included Anthony Minichiello, Libby Trickett, Shannon Ponton, Lauren Geitz, Kurt Tippett and members of Sydney FC and the NSW Waratahs.

Read more about Rebel Sport and SRG’s new store strategy in the upcoming issue of Inside Retail Weekly.

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The new store with prominent LED screens.
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Golfers take aim near the entrance to the store.
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Waratahs players using the interactive screens.
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Winners are grinners.
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A rapper and dancers entertain the crowd at the launch.

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