Australian sporting retailer Rebel will open a new rCX format store in Broadway this week, refurbishing from the old format.
The rCX format focuses on enhanced customer experience touchpoints, and forms a part of Rebel’s overall store fleet. The brand began rolling out the concept in 2020.
In partnership with Mirvac, the restoration of the Broadway Sydney location has aimed to preserve the original Grace Brothers facade.
"For 40 years, Rebel has been an integral part of Australia’s sporting retail landscape,” Rebel managing director Gary Williams said. “Reopening our Broadway store within this iconic building honours its rich heritage, making it the perfect home for our brand.
“We’re excited to have redeveloped a space that not only meets our customers’ expectations but also celebrates the unique history and character of this remarkable Broadway location."
The refreshed store spans 2,900 square metres across three levels. Key features include immersion spaces for basketball and virtual gaming.
In addition to the new fit-out, the Broadway rCX location will stock brands such as Lorna Jane, Ell/Voo, Nike and Muscle Nation, as well as new arrivals such as the Apple Watch and Apple AirPods, Saucony, Crocs, Altra and Salomon.
“We are honoured to have partnered with rebel to bring to life their new concept store – we congratulate the rebel team on creating the ‘House of Sport’, and their vision to redefine the retail experience for the over million customers that Broadway Sydney welcomes each month, as it continues to evolve as a dynamic retail destination,” Mirvac group CEO and managing director Campbell Hanan said.
With the revised store, Rebel manages around 160 stores. As of FY24 end, Rebel had over 20 rCX format stores in its fleet.