Rebel Sport
Rebel Sport is the largest sport equipment and apparel chain in New Zealand, with 32 stores currently trading. It was born out of a franchise agreement between Briscoe Group and Rebel Sport Australia in 1995. After successfully overseeing the expansion of the Briscoes homeware stores from 12 to 22, Company Director - Brian Berry was given the task of overseeing the design and establishment of the Rebel Sport chain of stores in New Zealand. Briscoe has exclusive rights to the Rebel Sport name in New Zealand. Like its sister nameplate Briscoes, Rebel Sport is comparable in size to a medium size discount department store. The chain does have a lowest price guarantee, although its unique duopoly position in the market allows it to stock a relatively high-end range while providing wider appeal through a calendar crammed with discount sale promotions.
Up until 2006, Rebel had no big-box sports competitor, prompting the use of the well-known slogan "No one's got more sports gear". However, Lane Walker Rudkin, owners of sports franchise Stirling Sports, have announced plans to launch several large format stores across the country, beginning with a store in Christchurch, which opened in mid 2006. This followed the collapse of a deal between Briscoe Group and LWR a year earlier, which would have seen Briscoe buyout the Stirling franchise. Since Stirling's big box launch, Rebel has dropped their original slogan, which has been replaced with "Let's Play", backed by a new marketing campaign which targets a wider audience from the traditional club-orientated team sport audience. The company is also continuing their aggressive expansion programme, launching several smaller-format stores such as Napier and Taupo to allow branches to reach further into provincial areas.
Briscoe Group has previously owned the naming rights to the New Zealand segment of the Super 14 rugby union competition, which was branded the Rebel Sport Super 14.
Read more about this topic: Briscoe Group, Nameplates
Famous quotes containing the words rebel and/or sport:
“Every genuine boy is a rebel and an anarch. If he were allowed to develop according to his own instincts, his own inclinations, society would undergo such a radical transformation as to make the adult revolutionary cower and cringe.”
—Henry Miller (1891–1980)
“How long, then, Catiline, while you abuse our patience? How long is this madness of yours to make sport of us?”
—Marcus Tullius Cicero (106–43 B.C.)