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Rebel Sport Push To Expand

Rebel Sport Push To Expand

Briscoe Group announced today that it plans to establish a sporting goods franchise network throughout New Zealand to improve its market coverage beyond the major metropolitan areas currently serviced by its large format Rebel Sport stores.

Rod Duke, Group Managing Director, said that a franchise structure was viewed as a very viable option to accelerate growth throughout New Zealand. The network is expected to include, but not be limited to, sport stores currently in existence.

“We believe that the structure will be entirely compatible with existing Rebel Sport stores, providing much improved coverage and presence throughout all regions.

“The franchise network will not be limited only to provincial regions as we believe there are significant niche opportunities in many larger centres.

“We are ideally placed to provide potential franchisees with significant benefits in terms of media, stock buying arrangements, financial information systems and also expertise in many other areas including finance, property, human resources and loss prevention. This will be a significant ‘win/win’ opportunity for both Rebel Sport and potential franchisees.

“It is our intention that all franchisees will grow and prosper alongside Rebel Sport,” said Mr Duke.

The current Rebel Sport chain will increase to 20 in November with the opening of a new store in Riccarton, Christchurch. The roll out of current large format Rebel Sport stores will continue under the existing programme in parallel with the new franchise initiative.

Rebel Sport’s combination of a broad, high-quality product range, attractive store format and strong marketing campaigns has achieved very high awareness and strong customer loyalty. Recent performance has confirmed our confidence in the brand after a well publicised slowing in sales earlier this year. As previously reported, there has been a positive response to the strategic actions taken to reposition the brand, including a reduction in the frequency of discount events, actions to improve stock ranging and customer service levels, and the purchase of naming rights sponsorship of Super 12 rugby.

Friday, 15 October 2004


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