Rebel Sport joins the SuperCheap stable

Super Retail  has reached agreement with Archer Capital to acquire Rebel for  $610 million, as part of its strategy of expanding into adjacent leisure retail businesses.

Reports a Super Retail press release, “The acquisition comprises 90 Rebel Sport stores, 36 Amart stores and two Performance Sports stores and accelerates the Group's strategic objective of establishing itself as the leading retailer of automotive and leisure products in the Australian market. ”

Chief Executive Peter Birtles says, "The acquisition represents a fantastic opportunity  to leverage our retail and supply expertise in a highly complementary business and to build Rebel's position as the national leader in sporting goods retailing."

Super Retail  includes Super Cheap Auto, BCF, Ray’s Outdoors and Gold Cross Cycles and claims a natural strategic fit between the Super Retail and Rebel businesses with the stated aim of  growing Rebel from 128 stores today to a total of 185 stores  under the banners of Rebel and Amart .

Plus Super Retail “anticipates synergistic benefits will be realised through optimisation of the procurement, logistics, supply chain, marketing, IT and administrative functions.”

Birtles says, "Super Retail and Rebel are focused on providing customers with a comprehensive product offering and excellent customer service, delivered by passionate team members."

•  Rebel was created through the combination of three Australian sports stores chains, Amart All Sports (acquired by Archer Capital in 2004), Rowe & Jarman (acquired in 2005) and Rebel Sport (acquired in 2007).

In financial year 11, Rebel generated $603 million of revenue and claimed a 24 percent of the sports retailing market.

Archer Capital are reported to have paid Harvey Norman $369 million for Rebel Sport in 2007.

It is reported that Archer Capital has been readying the Rebel business for sale for some months and that various companies, including substantial US retailing groups, have been rumoured to have run the  magnifying glass over the  business.

Super Group will run Rebel via a new division titled Sports Retailing, from Rebel’s existing Sydney base in Silverwater, with settlement on October 31.

No information has been released on whether chief executive John Joyce is to continue with  the new business.

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