Rebel, Australia’s leading retailer of sporting equipment, clothing, and footwear, is bucking the current national trend of retail closures by investing heavily in the growth of its physical stores, with the launch of its first Sydney rebel Customer Experience (rcx) concept store at Westfield Parramatta

Rebel rcx Parramatta is the second Australian concept store for the retail chain, which unveiled the Doncaster (VIC) rcx store in March 2020, and which will be rolled out nationally.

The Parramatta rcx store, much like its Melbourne counterpart, paves the way for an unmatched Australian customer experience and sporting retail journey.

Following a major expansion and rebrand the newly launched rebel rcx Parramatta 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 with integrated virtual gaming.

The store has “the Home of Basketball” where customers can shoot hoops against the backdrop of street art murals painted by Western Sydney artist, Shannon Boyd. There is also “the Home of Football” where shoppers can get the latest boots, balls and equipment, and soccer fans can hang out and play rebel football smash game.

There is also a focus on ‘her’ with women’s apparel taking centre stage at the store, which include ranges from smaller Australian brands such as P.E. Nation and Jaggad alongside global favourites, and ongoing collaborations with Australian influencers such as Steph Claire Smith. Even the changing rooms are designed with women in mind, with interchangeable light settings to enable customers to choose from dim to natural outdoor lighting.

Inclusive of all sporting activities, abilities, and ages rebel rcx Parramatta carries at-home gym equipment, tech, clothing and footwear for running, fitness and training, football, basketball and children’s sports, as well as cricket, tennis, netball, swimming and yoga.
rebel rcx Parramatta focuses on digital innovation for a premium shopping experience, inspiring customers at every available touch point throughout the store.

The new layout is easy to navigate, with well thought-out sporting zones and clever placement of animated screens, captivating visuals and dynamic displays which compliment and showcase the in-store brands and products and bring the shopping experience to life.

The dedicated front of house team at rebel rcx Parramatta is made up of passionate experts from across a spectrum of sports, including training, running, football and basketball. The team also includes a new position, a dedicated rebel Performance Stylist who will create a personalised look for customers based on their performance needs and personal style.

Rcx 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.

Throughout rebel’s almost 160 retail stores across Australia, customers are offered an incomparable range of major sporting and lifestyle brands, including Nike, adidas, ASICS, Under Armour and more. The new rcx concept stores focuses on localised and global brand partnerships to showcase the latest products, including exclusive athleisure and performance clothing and equipment that isn’t available elsewhere in the rebel store network such as Nike Air Max 270 and Nike Zoom Vaporfly Next % footwear, LURV and Nimble women’s wear, and Lebron Xvii Low and Lebron Xviii basketball footwear.

Rebel rcx Parramatta also features a unique ‘Innovation Room’ reserved for showcasing game- changing products from global sporting and tech brands. For the launch there will be a focus on Lebron products, with anyone purchasing select items such as Lebron 18 basketball shoes able to customise their own blank tee in-store.

Gary Williams, rebel Managing Director, is thrilled to bring this new concept store to Sydney. He said “It is our vision to inspire all Australians to chase their sporting dreams and passion, and the rebel Parramatta store is a testament to that vision. rebel rcx Parramatta is the second rebel concept store of its kind. It is designed to inspire customers through a purpose-built sports store environment, including sporting experiences, exclusive products and rebel experts to help every step of the way.”

Rebel rcx Parramatta opened its doors to the public on Thursday 22 October with a ribbon cutting ceremony to mark the occasion, Parramatta Eels players in attendance, and Matt De Groot MCing the event. rcx Parramatta focuses on the sporting spirit of Australia, encompassing an entirely new retail experience driven by inclusivity and innovation.

Source: Rebel