Rebel has seen an increase in total sales by 13 per cent in the first half of FY23, driven by a like-for-like sales increase of 11 per cent and a growth in foot traffic across stores.
The Christmas period delivered the strongest gains, with December recording the highest-ever monthly sales for Rebel.
Total sales were at $682 million for the half, with 84% being represented in store sales and 16% via online. Click & Collect represented 34 per cent of online sales.
Like-for-like sales increased by 11 per cent reflecting higher ATV driven by double digit growth in transaction volumes.
Peak sales benefitted from growth in foot traffic and higher inventory levels in seasonal categories, which were well stocked compared to the prior comparative period.
Performance sports (basketball and football) was the strongest performing category for Rebel, with the men’s Football World Cup driving sales growth in licensed football products.
Rebel’s active club membership also grew by 1 per cent over the half, with club members representing 71 per cent of total sales.
Speaking on the Super Retail Group’s total sales of $1.96 billion across its brands (also including Macpac, BCF, and Super Cheap Auto), MD and CEO Anthony Heraghty said all four of its brands delivered strong first half sales.
“The success of our new store formats (including rebel rCX and the new BCF superstore) and our club member programs, which have added one million members in the past 12 months, have helped to deliver a strong first half performance,” Heraghty said.
Rebel had 155 stores at period end, including 13 rCX stores. Heraghty said the Group is planning to finalise two Rebel rCX store upgrades over the second half, which will bring the total of these concept stores to 15.