Super Retail Group

Super Retail Group is an Australian retail company whose portfolio spans automotive accessories, boating and camping equipment, outdoor apparel and equipment, and sporting goods. The group operates through four principal retail brands: Supercheap Auto, BCF, Macpac and Rebel. Its geographic footprint is concentrated in Australia and New Zealand, with a combination of physical stores and online channels. The business began in 1972 when Reg and Hazel Rowe operated a mail-order business selling automotive accessories from their home in Brisbane. The company gradually developed a store network and adopted the Super Cheap Auto name in 1981, reflecting its original automotive focus. In July 2004, the business was listed on the Australian Securities Exchange as Super Cheap Auto. Later that year, it acquired CampMart, a small Brisbane camping and outdoor retailer. CampMart became the foundation for the BCF Boating Camping Fishing business, launched in 2005. The group broadened its offer beyond automotive retail through a series of acquisitions. Rays, an outdoor and camping retailer, was acquired in 2010. In 2011, Super Retail Group acquired Rebel Sport and Amart Sports, adding a substantial sporting-goods operation. Amart Sports was subsequently discontinued in 2017, with its stores and activities consolidated into Rebel. This decision simplified the sporting portfolio around a single major brand and was intended to reduce duplication and operating costs. The group continued reshaping its outdoor operations after acquiring the New Zealand retailer Macpac. In 2018, some Rays stores entered liquidation, while other locations were intended to be integrated with Macpac. These changes reflected a broader effort to clarify the roles of the group's outdoor brands and align store networks with their respective customer propositions. Supercheap Auto serves motorists and do-it-yourself vehicle owners with parts, accessories, tools, maintenance products and related equipment. BCF focuses on boating, camping, fishing and outdoor leisure. Macpac provides technical outdoor clothing, packs and equipment, particularly for hiking, travel and adventure activities. Rebel is the group's sporting retailer, offering footwear, apparel, equipment and fan-oriented merchandise across several sports categories. Super Retail Group has also expanded its digital retail capabilities, allowing customers to browse and purchase products online alongside its store-based operations. In December 2019, the company moved into a new office facility at Strathpine in Queensland, supporting its corporate and operational functions. The group remains an active, multi-brand retailer rather than a manufacturer-led consumer brand, and its identity is primarily expressed through the individual banners in its portfolio.

Super Retail Group originated in 1972 as a Brisbane home-based mail-order operation founded by Reg and Hazel Rowe. The business sold automotive accessories and initially built its customer base through direct ordering rather than a large conventional store network. Over the following decades it opened retail locations and developed a recognizable automotive proposition. In 1981, the company adopted the Super Cheap Auto name, emphasizing its focus on affordable vehicle accessories and maintenance products. A major structural change occurred in July 2004, when the company listed on the Australian Securities Exchange as Super Cheap Auto. The public listing gave the business access to capital for expansion and established it as a larger organized retailer. In December of the same year, the company acquired CampMart, a four-store camping and outdoor retailer based in Brisbane. CampMart supplied the operating base for BCF Boating Camping Fishing, which was launched in October 2005 and expanded the group into boating, camping and fishing. The company continued to diversify through acquisitions. In 2010 it purchased Rays, adding another outdoor and camping retail chain. In 2011 it acquired Rebel Sport and Amart Sports, transforming the business from an automotive-and-outdoor retailer into a broader specialty-retail group with a substantial sporting division. The corporate identity was changed back to Super Retail Group in 2010, reflecting the fact that the company now owned and operated several brands rather than relying solely on Supercheap Auto. The sporting portfolio was later simplified. In 2017, Amart Sports was discontinued and merged into Rebel Sport. The move concentrated the group's sporting operations under one principal banner and was intended to reduce costs and avoid maintaining overlapping brand platforms. The outdoor portfolio also underwent rationalization. During 2018, several Rays locations were liquidated, while the remaining stores were planned for merger with Macpac, a New Zealand outdoor retailer acquired by the group. Super Retail Group's current structure is centered on four brands. Supercheap Auto remains the automotive specialist. BCF operates in boating, camping and fishing. Macpac focuses on outdoor clothing, packs and equipment, with a strong New Zealand heritage and an adventure-oriented proposition. Rebel is the sporting-goods banner, covering sports apparel, footwear, equipment and related merchandise. Across these businesses, the group uses physical stores supported by online commerce. In December 2019, Super Retail Group moved into a new office building at Strathpine in Queensland. The facility became an important corporate base for the group as it continued managing a multi-banner retail network across Australia and New Zealand. Its development illustrates the company's evolution from a single automotive mail-order business into a publicly listed portfolio operator with exposure to several large recreational and lifestyle categories.

• 2019

  New Strathpine office opened

  [1]Super Retail Groupen.wikipedia.org

  Super Retail Group moved into a new office facility at 6 Coulthards Avenue, Strathpine.

• 2018

  Rays rationalization

  [1]Super Retail Groupen.wikipedia.org

  Several Rays stores were liquidated and remaining locations were planned for integration with Macpac.

• 2017

  Amart Sports consolidated into Rebel

  [1]Super Retail Groupen.wikipedia.org

  The Amart Sports banner was discontinued and its operations were merged into Rebel Sport.

• 2011

  Rebel Sport and Amart Sports acquired

  [1]Super Retail Groupen.wikipedia.org

  The acquisitions established a major sporting-goods division within the group.

• 2010

  Corporate identity returned to Super Retail Group

  [1]Super Retail Groupen.wikipedia.org

  The company adopted the Super Retail Group name, reflecting its multi-brand portfolio.

• 2010

  Rays acquired

  [1]Super Retail Groupen.wikipedia.org

  The group acquired the Rays camping and outdoor-goods retailer.

• 2005

  BCF launched

  [1]Super Retail Groupen.wikipedia.org

  The group launched BCF Boating Camping Fishing using CampMart as its foundation.

• 2004

  Public listing and CampMart acquisition

  [1]Super Retail Groupen.wikipedia.org

  The company listed on the Australian Securities Exchange and acquired CampMart in Brisbane.

• 1981

  Super Cheap Auto name adopted

  [1]Super Retail Groupen.wikipedia.org

  The company changed its name to Super Cheap Auto as its automotive retail identity developed.

• 1972

  Automotive mail-order business founded

  [1]Super Retail Groupen.wikipedia.org

  Reg and Hazel Rowe began selling automotive accessories from their Brisbane home.

A multi-brand specialty retailer serving practical, participation-driven categories: vehicle ownership, camping and outdoor recreation, boating and fishing, and sport. The group combines broad store networks with online retail and uses distinct banners to target different customer communities.

• Automotive specialty retail

  Supercheap Auto

  Supercheap Auto is the group's automotive retail banner. It serves motorists, vehicle owners and do-it-yourself mechanics with automotive accessories, replacement parts, tools, cleaning and maintenance products, storage solutions and related equipment. The brand is the direct descendant of the company's original automotive business and remains one of the group's core operations.

• Outdoor and leisure retail · 2005

  BCF Boating Camping Fishing

  BCF is the group's boating, camping and fishing specialist. Its proposition combines equipment and accessories for outdoor recreation, including camping supplies, boating products, fishing tackle and leisure goods. The format grew from the 2004 CampMart acquisition and was formally launched in 2005.

• Outdoor apparel and equipment

  Macpac

  Macpac is an outdoor retailer focused on technical clothing, packs, bags and equipment for hiking, travel and adventure activities. It originated in New Zealand and became part of the group's outdoor portfolio as Super Retail Group reshaped its relationship with the Rays stores.

• Sporting-goods retail

  Rebel

  Rebel is the group's principal sporting-goods banner. It sells sporting apparel, footwear, equipment and merchandise associated with multiple sports and participation activities. Following the retirement of Amart Sports in 2017, Rebel became the group's main consolidated sporting brand.

• Sporting-goods retail

  Amart Sports

  Amart Sports was a sporting-goods retail banner acquired by Super Retail Group in 2011. The group later discontinued the brand and merged its operations into Rebel in order to focus its sporting business under one banner.

• Outdoor and camping retail

  Rays

  Rays was a camping and outdoor-goods retailer acquired by Super Retail Group in 2010. Its store network was later rationalized; several locations were liquidated in 2018 and remaining locations were associated with the group's Macpac integration plans.

• Camping and outdoor retail

  CampMart

  CampMart was a Brisbane-based camping and outdoor retailer with four stores when it was acquired in 2004. Rather than remaining a long-term principal banner, it served as the foundation for the development of BCF Boating Camping Fishing.

• 2018

  Rationalization of Rays storesStrategy

  Background

  The group was reshaping its outdoor retail portfolio after expanding through Rays and Macpac.

  Action taken

  Several Rays stores were liquidated, while remaining locations were planned for merger with Macpac.

  Aftermath

  The outdoor business moved toward a clearer relationship between the BCF and Macpac propositions, while the Rays banner was reduced.

  Source

• 2017

  Consolidation of Amart Sports into RebelStrategy

  Background

  Super Retail Group operated two sporting-goods banners after acquiring Rebel Sport and Amart Sports in 2011.

  Action taken

  The group discontinued Amart Sports and merged its sporting operations into Rebel.

  Aftermath

  The sporting portfolio was centered on a single major banner, with the stated rationale of simplifying operations and reducing costs.

  Source

• 2005

  Launch of BCF Boating Camping FishingProduct launch

  Background

  The acquisition of CampMart gave Super Retail Group an entry point into camping and outdoor leisure retail beyond its automotive base.

  Action taken

  The company developed and launched BCF as a dedicated boating, camping and fishing retail format.

  Aftermath

  BCF became one of the group's principal continuing retail brands.

  Source

1. 1Super Retail Groupen.wikipedia.org