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Rebel: Inside Australia’s store concept of the year

Rebel by name, rebel by nature. It takes a particularly brave retailer to launch an entirely new physical store concept at the very peak of Covid, but that’s exactly what the sports retail giant did last year in Doncaster, Victoria.  Earlier this year, Rebel scooped up two major gongs at the Retailer Awards, winning Customer Experience of the Year and Store Design/Concept of the Year. This is no ordinary store concept either, jam-packed with highly immersive experiences and  high-touch inter