“
The first rebel store in Bankstown was a far cry from what you see today. Simple tables with shoes scattered everywhere. Fast forward to this month's Eastland opening, and the difference is striking.
Our CEO, Gary Williams (right), recently sat down with Ian Dresner (left), the founder of rebel. They wandered down memory lane to discuss how things have changed since the first rebel warehouse store opened its doors 40 years ago.
The year is 1985
Steve Mortimer captained NSW to their first State of Origin Series win as well as leading the Bulldogs to a Rugby League premiership. The Bombers took out the flag in what was the VFL, and Stefan Edberg reigned supreme at the Australian Open. It’s also the very same year Ian Dresner decided to roll the dice and open a large multi-brand sport retailer in Bankstown.
An accountant by profession, Mr Dresner had a strong desire to start a business of his own, so when he received a call from a friend from Barbeques Galore to join a venture to open a sporting goods store, he seized the opportunity. There was some early debate over what to call the new store with “Barbeques Galore Sporting Warehouse” being the initial concept name. Fortunately, that was short-lived and “Rebel Sports Warehouse” soon emerged as the brand name that would (mostly) endure the test of time.
The first rebel store in Bankstown was a far cry from what you see today. Simple tables with shoes scattered everywhere. Fast forward to this month’s Eastland opening, and the difference is striking. The new store features interactive basketball and football zones as part of rebel’s premium Customer Experience (rCX) concept, where customers can try products in real, game-like settings.
A lot has changed in the brand space since then. “When we started, we had adidas, Puma, Emrik, and Dunlop”. Fast forward to today with more top brands like Nike, New Balance, Asics, Under Armour, Garmin, Speedo and more recently Lorna Jane, On, Hoka, and Apple also joining the ranks.
One thing that’s never changed is Mr Dresner’s love of sport. A passionate supporter of any Australian team, he’s especially proud of how far women’s sport has come in his lifetime. But he hasn’t only been a spectator, he once played left wing and midfield for Arcadia Shepherd F.C., before retiring at just 24.
As Mr Williams reflects: “It’s quite remarkable to think that from [Mr Dresner’s] first opportunity, we now sit here 40 years later with a legacy of more than 160 stores across Australia—offering the biggest brands and the latest products to generations of Australians.”
There is one change Mr Dresner can’t get his head around, however. “If only you know how to put an ‘e’ in the right direction.”
For 40 years, rebel has been the place where countless Australian families bought their first pair of football boots, running shoes, or even ballet leotard. The next 40 years may bring new ways of staying active, but one thing is certain: rebel will remain at the heart of Australian sport and culture.