Who owns rebel?
rebel is owned by Super Retail Group (Australia, ASX: SUL), which has owned the brand since 2011.[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Super Retail Group Annual Report FY26 (year ended 27 June 2026), Super Retail Group Limited, 20 August 2026. Last checked .
Key facts
- Current owner
- Super Retail Group Limited reported
- Owned since
- Owner HQ
- 🇦🇺 Australia, Strathpine
- Origin
- 🇦🇺 Australia
- Category
- Home, garden & DIY › Retailer own brands › General merchandise own brands
- Parent ticker
- ASX: SUL
- Last verified
- · 1 sources
About rebel
rebel is a sporting goods and apparel retailer with 162 stores across Australia, which Super Retail Group's FY26 annual report describes as Australia's leading sporting goods retailer. The report says the group acquired rebel in 2011. It sells through stores and online, has an Active loyalty program, and works with sports brands such as Adidas through in-store displays.
Ownership timeline of rebel
- 2011 – present Super Retail Group [1] reported
Where rebel sits in Super Retail Group
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Super Retail Group ownership tree →
See the full Super Retail Group brand portfolio (4) →
Other brands owned by Super Retail Group
Super Retail Group controls 4 brands on Brandtree, 3 of them in home, garden & diy.
Also in home, garden & diy
- BCF
- Supercheap Auto (1972)
Other brands in general merchandise own brands, and who owns them
The 162 brands in general merchandise own brands on Brandtree belong to 68 owners. The largest is JD Sports, with 15; Super Retail Group has 3.
| Brand | Owner | Owner based in |
|---|---|---|
| Blacks | JD Sports | 🇬🇧 United Kingdom |
| Bebemundo | Corporación Favorita | 🇪🇨 Ecuador |
| Innom | Reitan Retail | 🇳🇴 Norway |
| B&Q | Kingfisher | 🇬🇧 United Kingdom |
| Anko | Wesfarmers | 🇦🇺 Australia |
| Basualdo | Cencosud | 🇨🇱 Chile |
| Bike Republic | Colruyt Group | 🇧🇪 Belgium |
| Glans | Hagar | 🇮🇸 Iceland |
Every brand in general merchandise own brands and its owner →
About the owner: Super Retail Group
Super Retail Group is a publicly listed company headquartered in Strathpine, Australia, founded in 1972. Brandtree records 4 brands under its control, and it is listed as ASX: SUL.
Super Retail Group is an ASX-listed Australian retailer whose FY26 annual report says it owns four brands: Supercheap Auto, rebel, BCF and Macpac, with 797 stores across Australia and New Zealand. Its registered office is at Strathpine, Queensland. The report traces the group to an automotive-accessories mail-order business founded in 1972; rebel was acquired in 2011 and Macpac in 2018. These are retail banners, so they are recorded under retail own brands.
Super Retail Group: full profile, brands and acquisition history →
🇦🇺 rebel and other Australian brands
Brandtree records a controlling owner for 203 brands that began in Australia. 59 of them (29%) are now controlled by a company headquartered in another country; rebel is not one of them.
Frequently asked questions
Who is the parent company of rebel?
The parent company of rebel is Super Retail Group, a publicly listed company headquartered in Australia.
Is rebel Australian?
Yes. rebel originated in Australia and its owner, Super Retail Group, is also headquartered in Australia.
Since when has Super Retail Group owned rebel?
Super Retail Group has owned rebel since 2011.
Is rebel still owned by Super Retail Group?
Yes. As of 3 October 2026, rebel is still owned by Super Retail Group. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Super Retail Group Annual Report FY26 (year ended 27 June 2026) — Super Retail Group Limited, Annual report, published 20 August 2026; retrieved 3 October 2026.
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