rebel to launch its first Queensland experiential concept store

rebel, one of Australia’s leading retailers of sporting equipment and apparel, is launching its first experience concept store in Queensland at rebel Chermside, on Thursday 6th May.

rebel Chermside focuses on the sporting spirit of Australia, encompassing an entirely new retail experience driven by inclusivity and innovation. The Chermside store showcases an elevated in-store experience to inspire customers, offering the latest in global sporting looks and state-of-the-art technology, as well as incorporating interactive zones. The store has ‘The Home of Basketball’ where customers can shoot hoops against the backdrop of street art murals painted by local street artist James Small.  

rebel Chermside is the fourth Australian concept store to be rolled out nationally by the retail chain, which unveiled the flagship Doncaster (VIC) store in March 2020, followed by Parramatta (NSW) in October 2020 and Miranda (NSW) in early 2021.

rebel’s experiential store design was awarded the Best Store Design/Concept of the Year at Inside Retail’s 2021 Retailer Awards, along rebel also took out the Customer Experience of the Year at these awards.   

rebel Chermside also features an ‘Energy Zone’ that will bring to life the latest product each month, and a ‘Running Zone’ where customers can test out their shoes on the treadmill with the help of rebel footwear experts, to ensure they are the right fit and style.  

There is a focus on ‘her’ with women’s apparel taking centre stage at the store, which include ranges from smaller Australian brands such as Nimble and L’urv alongside global favourites, and ongoing collaborations with Australian influencers such as adidas x Steph Claire Smith.  

rebel Chermside pioneer’s digital innovation for a premium shopping experience, inspiring customers at every available touch point throughout the store. The layout is easy to navigate, with well thought-out sporting zones and clever placement of animated screens, captivating visuals and dynamic displays which showcase the in-store brands and products and bring the shopping experience to life.

The dedicated front of house team at rebel Chermside is made up of passionate experts from across a spectrum of sports, including training, running, football and basketball. Team members are armed with insider knowledge and expertise to advise customers on brands, as well product performance, style and fit, and provide exceptional service to help all customers achieve their fitness dreams – be they amateur or athlete.  

Gary Williams, rebel Managing Director, is thrilled to bring this new concept store to Queensland and notes “It is our vision to inspire all Australians to chase their sporting dreams and passion, and the rebel Chermside store continues to be a testament to that vision.

“This is our fourth rebel concept store of this kind and we are excited to be rolling out this award-winning customer and store design into more states.  We hope it inspires customers through a purpose-built sports store environment, including sporting experiences, exclusive products and rebel experts to help every step of the way.”  

rebel Chermside opens its doors to the public on Thursday, 6th May with a ribbon-cutting ceremony to mark the occasion, DJs, NRLW and NRL Broncos players in attendance, as well as Libby Tricket MCing the event.

Image: rebel Miranda (NSW) opened in early 2021 with the store having ‘The Home of Basketball’ where customers can shoot hoops