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:
“I never rebel so much against France as not to regard Paris with a friendly eye; she has had my heart since my childhood.... I love her tenderly, even to her warts and her spots. I am French only by this great city: the glory of France, and one of the noblest ornaments of the world.”
—Michel de Montaigne (1533–1592)
“If a walker is indeed an individualist there is nowhere he can’t go at dawn and not many places he can’t go at noon. But just as it demeans life to live alongside a great river you can no longer swim in or drink from, to be crowded into safer areas and hours takes much of the gloss off walking—one sport you shouldn’t have to reserve a time and a court for.”
—Edward Hoagland (b. 1932)