Rebel unveils health and well-being experience concept

Mark A. Carlson

Sports retailer Rebel has opened an expanded store at Warringah Mall, seeking to provide customers with an enhanced shopping experience and to help them meet fitness goals.

Customers can make an appointment at the new store to meet with fitness experts to discuss choosing products that help them meet their training goals, and there is a new yoga and pilates department featuring equipment, gear, and accessories.

“From the handpicked fitness experts to the fully-immersive Experience Zones, our shoppers will be met with an extraordinary level of support in-store to help them make informed purchase decisions and achieve their sporting goals,” said Gary Williams, MD at Rebel. 

In addition, the location allows clients to try out sporting products before purchasing them at the in-store Football Experience Zone.

Rebel enhanced its omnichannel offering last month with a new website that intends to bring some of the immersive components of Rebel customer experience (RCX) concept stores online.

The company, which is owned by Super Retail Group, has won two Retailer Awards for its RCX store concept. The idea was first introduced in Doncaster, Victoria, in March 2020, and has since spread to 11 more locations around the nation.

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