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Super Retail Group has announced it will no longer continue to operate its Amart Sports business, instead opting to merge all existing stores into the Rebel brand.

The decision follows a recent strategic review, by which the group decided it would be better suited to focus on one singular core brand within its sports division.

All Amart stores will be converted into Rebel stores by October 31, taking the Rebel national footprint to almost 160 stores nationally. The Amart brand will then be formally discontinued by November 1.

The group stated the conversion is expected to deliver gross margin uplift arising from range optimisation and reduction of underperforming categories, which will see growth reach an annualised amount of circa $15 million after two years.

The one-off after tax non-cash costs associated with this transformation is expected to be in the range of $34 million, with a capital investment of $9 million going toward the fit-outs of converted stores.

Super Retail Group CEO and group MD Peter Birtles said while the Amart brand continued to perform, an overall strategy report revealed a need for a concentrated focus on a singular brand.

“Coming together under the one single brand will enable our Sports Division to further accelerate the shift it has made in recent years towards a concentrated focus on delivering the solutions and services that customers today need and want in order to live their sporting passions.

“Focusing on the Rebel brand will enable us to offer customers an expanded range of solutions and services at more locations, concentrate our investment building world-class omni retail capabilities, and further streamline the end-to-end supply chain required to deliver the seamless omni experience that customers expect.”

Amart Sports’ store team members will be redeployed and transferred directly to the newly converted Rebel stores, with the group expecting minimal impact on overall employment.

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