Super Retail Group (SRG) has bought a 50 per cent stake into sports licensing agency Velocity Brand Management’s (VBM) retail business VBM Retail.

SRG, which is the owner of retailers including Rebel Sports, Ray’s Outdoors and Supercheap Auto, will take this acquisition as an opportunity to expand VBM’s retail presence.

VBM moved into the retail sector and established VBM Retail in August 2010, a specialised division comprising of experts in online and venue merchandising.

Super Retail Group managing director and CEO Peter Birtles said through this acquisition, the company will leverage its supply chain capabilities to the benefit of the VBM Retail business.

“VBM has made an impressive impact within the online and venue merchandising category and this new partnership aligns strongly with our multichannel retailing strategy,” he said.

“Extending our presence in this area will enable us to further deliver upon our company mission to provide products and services that enhance our customers’ leisure time.”