rebel has launched a new website designed to elevate the online shopping experience for customers by placing product front and centre as the hero of the platform to align with rCX (rebel Customer Experience) concept stores.

New website functionality includes navigational features such as menu and search, product pages that are easier to navigate with more product imagery, destination zones for rebel’s hero categories such as basketball and football, as well as bolder content across the site for brand and product inspiration.

rebel general manager of ecommerce and marketing, Rosemary Martin said, “Great product is at the heart of what we do, but our amibition is to help all Australians chase their sporting goals. The rCX concept works so well because it is designed with that goal in mind and our new website brings that to life digitally for our customers.

“The new design and delivery of our online platform is a key pillar in our omni-retail experience. We’re looking forward to seeing how customers find the improved shopping experience and hope they can draw some inspiration from the way rebel showcases its product.”

The new website is currently live at