Activewear retailer Rebel has capitalised on its early support for the Matilda's at the FIFA Women's World Cup 2023.
Speaking at the Super Retail Group AGM, CEO Anthony Heraghty confirmed the subsidiary rallied for merchandise investment well ahead of the event.
"[Rebel MD] Gary Williams and his team have delivered another record full year sales result for Rebel. Performance sports was Rebel’s strongest performing category, benefitting from the successful roll out of the “homes of sport” format, key events like the FIFA women’s football World Cup and a rebound in participation in grassroots sport.
"I should make special mention of Gary and his team’s absolute confidence in the success of the Matildas in the World Cup. Twelve months ago, when he advised me how many Matilda’s jerseys he was ordering, I thought it was a typo. But come July this year, their foresight paid off and the Matildas were our best supported team in all sports, ever."
Rebel total sales grew 8% in fiscal 2024, with like for like sales growing by 9% driven by higher transaction volumes.
Following the opening of four rCX stores at Erina, Joondalup, Knox and Warringah, rebel now has a total of 15 rCX experiential stores. Rebel’s top three performing rCX stores each achieved over $20 million in sales this year.
In addition to the rCX store roll out, Rebel commenced a regional store roll out by opening four new stores in Dubbo, Tamworth, Ballina and Nowra.
"We have been really pleased with the performance of these stores and sees further near term opportunities for regional store openings," Heraghty said. "On top of this, rebel has expanded women’s apparel range to include PE Nation, Lorna Jane and The Upside and launched a redesigned rebel website."