What Super Retail Group does

Super Retail Group Limited (ASX: SUL) is an Australia and New Zealand specialty retailer that operates four iconic consumer brands: Supercheap Auto (360+ stores selling automotive aftermarket parts, accessories, and DIFY fitment services), rebel (160+ stores selling sporting goods), BCF (170 stores selling boating, camping, fishing and touring equipment), and Macpac (100+ stores selling technical outdoor apparel and equipment designed in New Zealand). The company was founded in 1972 by Reg and Hazel Rowe as a Queensland mail-order automotive accessories business, opened its first retail store in 1974, and went public in 2004 with 176 stores; it now operates more than 790 stores supported by 15,000+ team members, six distribution centres across Australia and New Zealand, and a Sourcing Asia headquarters in Hangzhou plus a product development office in Shanghai.

The Group runs an omni-retail business model that combines physical retail stores with brand-specific e-commerce platforms (supercheapauto.com.au, rebelsport.com.au, bcf.com.au, macpac.com.au, and corresponding .co.nz domains). Customer loyalty programs across the four banners contribute 85% of Group sales, and the company also operates a minor B2B channel — Macpac Corporate Sales — supplying outdoor gear to ski fields, defence forces, glacier guides, schools, and construction crews. Technology stack is conventional omni-retail: shared store, e-commerce, and loyalty infrastructure, with an EDI (EDIFACT-based) system and supplier Orders Portal for trade partner integration. Marketing spans paid social, email/SMS, SEO, community partnerships (Lifeline, OzFish), and loyalty-driven referral channels.

Revenue mechanics are predominantly one-time retail transactions at the store and online level across consumer-discretionary categories (auto, sport, outdoor), supplemented by recurring-style loyalty engagement that drives repeat purchase frequency. The Group is led by Group CEO Paul Bradshaw (appointed November 2025) and Independent Non-Executive Chair Judith Swales (appointed October 2024), with Managing Directors recently refreshed across all four banners between October 2025 and June 2026, plus a new Chief Transformation Officer function created in January 2026. The company is incorporated in Queensland (ABN 81 108 676 204) and operates as an independent, publicly-traded entity with no parent company.

Name

Super Retail Group

Legal name

Super Retail Group Limited (ABN 81 108 676 204)

Website

https://superretailgroup.com

Company type

Public

Founded year

1972

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Super Retail Group (ASX: SUL) operates 790-plus specialty retail stores across Australia and New Zealand under four brands — Supercheap Auto, rebel, BCF, and Macpac — selling automotive parts, sporting goods, and outdoor equipment to millions of consumers via omni-retail channels.

Ownership category

akta.pro rank

Product category

Specialty Retail (Automotive, Sport and Outdoor)

NAICS

All Other General Merchandise Retailers (455219), Other Miscellaneous Retailers (4599)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Full-Line Sporting Goods Superstores (CRAMABAA)

Keywords

• Automotive aftermarket retail
• Sporting goods retail
• Outdoor equipment retail
• Omni-channel specialty retail
• Lifestyle retail brands

Headquarters

HQ city

Strathpine (Brisbane)

HQ country

Australia

HQ region

Oceania

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Sales - Physical Stores: Revenue generated from more than 790 retail stores across Australia and New Zealand operating under four iconic brands: Supercheap Auto (automotive parts and accessories), rebel (sporting goods), BCF (outdoor/adventure), and Macpac (technical outdoor gear).
2. E-commerce/Online Sales: Digital channel sales through brand-specific websites including supercheapauto.com.au, rebelsport.com.au, bcf.com.au, and macpac.com.au for both Australia and New Zealand markets.
3. Corporate/Wholesale Sales: Macpac corporate sales supplying outdoor gear to industries including ski fields, defence forces, glacier guides, schools, and construction crews in Australia and New Zealand.
4. Loyalty Program Revenue: Customer loyalty programs contributing 85% of Group sales, including club membership programs and reward initiatives across all brands.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Super Retail Group operates a multi-brand specialty retail platform selling automotive aftermarket parts and accessories (Supercheap Auto, 360+ stores), sporting goods and leisure products (rebel, 160+ stores), boating, camping, fishing and touring gear (BCF, 170 stores), and technical outdoor apparel and equipment (Macpac, 100+ stores). It serves millions of consumers across Australia and New Zealand through more than 790 physical stores, brand-specific e-commerce sites, and an integrated loyalty program that contributes 85% of Group sales.

Product overview

Super Retail Group operates a multi-brand retail platform comprising four distinct retail sub-brands: Supercheap Auto (automotive parts and accessories with 360+ stores), rebel (sporting goods with 160+ stores), BCF (outdoor/boating/camping/fishing with 170 stores), and Macpac (technical outdoor apparel with 100+ stores across ANZ). The company serves millions of customers across Australia and New Zealand through physical stores and digital channels, offering both DIY products and DIFY (Do It For You) services. The portfolio spans auto, sports, and outdoor leisure categories, unified under one corporate parent with shared supply chain, support offices, and distribution infrastructure.

Differentiator

Problem solved

Functional benefit

Brands

• Supercheap Auto: Australia and New Zealand's favourite specialty automotive parts and accessories retail business with more than 360 stores.
• rebel
• BCF
• Macpac

Products and services

• Supercheap Auto Australia and New Zealand's leading specialty automotive aftermarket retailer offering automotive parts, accessories, tools, car care, 4WD, travel and garage products through more than 360 stores, with DIFY (Do It For You) in-store fitment services including wiper blade, bulb, and battery fitting for everyday vehicle owners and DIY enthusiasts.
• rebel Australia's leading sporting goods retailer with more than 160 stores, offering an extensive range of trusted global and local sports and leisure brands through rich digital and in-store experiences for sport and fitness participants and supporters.
• BCF Leading outdoor retailer with 170 stores across Australia offering boating, camping, fishing, and touring gear under one roof to help Australians get outdoors with confidence, supplemented by partnerships supporting waterways restoration.
• Macpac New Zealand's original technical outdoor brand with more than 100 stores across Australia and New Zealand, delivering quality outdoor apparel and equipment designed to last in tough outdoor conditions and made responsibly, including a B2B Macpac Corporate Sales channel supplying ski fields, defence forces, glacier guides, schools, and construction crews.

Quantifiable outcome

• 85% of Group sales from loyalty base
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• LifelinecoreStrategic or Co-development Partner · 1 January 2021rebel partnered with Lifeline to champion mental health awareness through the campaign 'Mental Health is a Team Sport.' This initiative highlights the powerful connection between physical activity and mental wellbeing. Since 2021, rebel has raised more than $2.3m for Lifeline, thanks to the generosity of loyal customers, dedicated team members, and committed partners.
• OzFishcoreStrategic or Co-development Partner · 1 January 2018BCF has partnered with OzFish since 2018, working together to give recreational fishers and the Australian community the opportunity to improve the waterways they love. Funds raised support crucial fish habitat restoration works including tree planting, mangrove and seagrass restoration, rebuilding shellfish reefs, and rubbish removal supporting healthy aquatic life in more than 150 waterways around Australia.
• Ski Fields, Defence Forces, Glacier Guides, Schools, and Construction CrewsminorChannel Partner/ Reseller/ DistributorMacpac Corporate Sales supplies outdoor gear to industries across Aotearoa and Australia. Gear is designed for those who face the elements every day, keeping teams warm, dry, and ready for anything in demanding outdoor work environments.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Repco: ANZ auto aftermarket parts and accessories specialist. Directly comparable to Supercheap Auto on product range, trade vs DIY customer mix, and store footprint across Australia and New Zealand.
• Decathlon: Global sporting goods superstore expanding in ANZ. The most direct international competitor to rebel on private-label depth, sporting assortment, and value-led pricing across fitness, cycling, water and outdoor.
• KMD Brands (Kathmandu): Owns Kathmandu, Rip Curl and Oboz — the closest direct peer to Super Retail Group's BCF and Macpac outdoor brands, competing head-to-head in technical outdoor apparel, surf, and camping gear across ANZ.
• Autobarn: Australian automotive aftermarket retail chain. Direct competitor to Supercheap Auto across parts, accessories, tools, and car care categories with a comparable franchisee/store model.
• Anaconda: Privately held ANZ big-box outdoor and camping retailer. Direct competitor to BCF and Macpac across boating, camping, fishing and touring categories with overlapping store footprint and merchandising.

Broad incumbents

• Big W (Woolworths Group): Woolworths Group's mass-market discount general merchandise banner. Comparable to the group as a low-price ANZ competitor across toys, sporting goods, outdoor and apparel with overlapping value-conscious customer base.
• Premier Investments: ASX-listed specialty apparel and retail group (Just Jeans, Portmans, Smiggle, Peter Alexander). Comparable as a multi-brand specialty retailer serving ANZ consumers with shared back-office and omni-retail capabilities.
• JB Hi-Fi: ASX-listed ANZ specialty retailer of consumer electronics, home appliances and sporting goods. Comparable as a high-velocity, value-oriented specialty retailer with a strong loyalty program and omni-retail model.
• Harvey Norman: ASX-listed ANZ franchise-based big-box retailer of furniture, bedding, appliances and electronics. Comparable as a large-format ANZ specialty retailer with franchise economics and a complementary lifestyle-led assortment.
• Wesfarmers: Diversified Australian retailer owning Kmart, Target and Bunnings — directly comparable as a multi-banner mass/specialty retail platform competing with Supercheap Auto, rebel, and BCF on price, store footprint, and supply chain scale in ANZ.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/super-retail-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Super Retail Group