With 90% of sales involving a physical transaction across its parent company, Super Retail Group, Australian sportswear brand Rebel will continue to invest in the expansion of its physical store portfolio.

This includes the upcoming opening of its second regional store in Ballina, NSW, later this year, which follows the recent opening of a new experience concept store in Penrith last month.

Speaking with Ragtrader, Rebel’s GM of Retail Tom Leak said this focus on physical locations is based on customer experience and financial trends.

“Physical retail stores allow rebel to showcase our in-store experiences to inspire customers, offering the latest in global sporting looks and state-of-the-art technology, as well as incorporating interactive football and basketball zones so customers can try before they buy,” Leak said.

“Our retail stores bring a complete sports retail experience under one roof creating a landmark sport retail destination.

“Interestingly, across Super Retail Group (parent company of rebel) you would see that in the first half of this financial year, 90 per cent of our transactions involved a customer visiting a store.

“And the key trend which supports this statistic, is the increased uptake of Click & Collect, which grew faster than home delivery and represented 13% of first half sales.

“Stores provide a critical role in the digital retail space. Click & collect is attractive to many of our customers because it leverages the convenient location of our national store network, gives the customer certainty that the product is available and allows for collection almost immediately.”

Leak continued, saying that a majority of Rebel customers prefer physical connections.

“Being able to test your basketball footwear on court, or football boots on field, before purchasing is something you can’t experience online.

“Rebel offers a premium shopping experience, inspiring customers whilst showcasing the in-store brands and products which brings the shopping experience to life.”

“We will also continue to elevate our current fleet through additional rCX conversions and Store refurbishments across the country.”

This announcement follows on from the sportswear brand’s partnership with CommBank Matilda’s player Mary Fowler. This partnership is expected to produce new sportswear ranges soon. Leak said they are currently working this one through with Trade Partners.

“Will always maintain a high focus on innovation,” Leak said. “We aim to always be market leading in all streams for our customer.

“Our work here is never done!”

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