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rebel’s new flagship store to open in Emporium Melbourne

rebel Emporium render

Australia’s most popular destination for sporting goods, rebel, has announced its new flagship store housed in Vicinity’s Emporium Melbourne.

Due to open in November, ahead of the Black Friday and Christmas period, the store will be the brand’s largest health and wellbeing destination to date.

The rebel flagship store has been designed to be a sporting and wellbeing experience as much as it is a premium shopping experience, boasting a rooftop NBA-sized half-court and dedicated Yoga and Nike zone, catering to every type of athlete and sports fan.

Emporium Centre Manager, Gordon White said, “The new rebel flagship is a huge win for Melbourne and another drawcard for visitors and shoppers to the CBD.

“Vicinity is committed to meeting the evolving needs of customers and having premium stores like this continues to make Emporium a destination giving shoppers a memorable experience.”

Emporium Melbourne

Situated on a 3,600m2 footprint, the store will be located on Level 4 at Emporium and stock rebel’s largest range of product including rebel’s signature label Ell&Voo, amongst global sporting icons Nike, adidas, Under Armour and Asics. The store will provide an elevated experience for customers specifically across its Women’s Apparel, Footwear and Football Categories. Uniquely, the site will also feature Melbourne’s first rooftop basketball court, where customers can shoot some hoops while taking in the Melbourne CBD landscape.

rebel Managing Director, Gary Williams said, “rebel Emporium is set to be our flagship retail store not only in Victoria, but across the country. It represents a new era of sporting retail, where our focus is on providing a space where shoppers can purchase the sporting goods they need, and play in-store.

rebel GM Portfolio Strategy, Ryan Pittaway said, “rebel Emporium is going to push the boundaries of what sporting retailers can look like, and I’m thrilled that we’re able to bring this new experience to shoppers in Melbourne, the sporting capital of the world. I can’t wait to greet customers when we open our doors in November.”

The flagship store will focus on supporting Australian women in achieving their sporting passions, with a range of brands including Lorna Jane, P.E. Nation and North Face taking pride of place in the new store.

rebel Chadstone store

The store will also showcase a new women-led concept designed to create a best-in-class place for women to immerse themselves in the experience. The store also boasts a FIT STUDIO where women can build their workout wardrobe through a purposefully curated assortment from the best of the brands in addition to dedicated wellness and yoga experiences.

Reid Nakou, Head of Retail & Design, The General Store, said: “This is the first time ever that a retailer, shopping centre owner and design practice have worked together to establish a new, one-of-a-kind retail experience from scratch. Borne out of a mutual ambition to create world-class customer experiences, this project re-writes the rule book of retail property and design.

“We can’t wait to unveil Rebel’s largest flagship store, a complete reimagining of the retailer’s award-winning RCX experience and the most immersive multisports store in the Southern Hemisphere.”

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