Super Retail Group, owner of Rebel Sport, Supercheap Auto, Macpac and BCF, has outlined a five-year growth plan centred on physical expansion and new services. The company aims to lift its store count to more than 900 by 2031, up from 790 outlets now across its portfolio.
Management is targeting a larger share of the broader $65 billion sporting and outdoor goods market by deepening customer relationships, not just pushing more product. Expanding services around those brands is positioned as a key lever for higher sales and better margins.
Rebel Sport sits at the heart of the strategy, even as the wider group wrestles with weaker trading conditions. Super Retail Group plans to open more than 40 additional Rebel stores, concentrating on regional locations that competitors have largely ignored.
Towns such as Delacombe in Victoria and Bathurst in NSW are held up as examples of these under-served catchments. The group is trying to cement category leadership in sport before newer players can establish a foothold outside capital cities.
Growing demand for specialist gear in emerging categories helps explain the regional push. Super Retail Group highlights strong customer appetite for broader ranges in areas like paddle sports and pickleball, especially in communities that lack large-format sporting outlets.
Regional shoppers are asking for more depth of product, not just basic lines, which underpins the decision to invest in larger assortments. That feedback is being used to justify extra floor space and more tailored ranges for local markets.
