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One Of Australia's Biggest Brands Will Disappear In MONTHS

The Super Retail Group is set to convert its network of Amart Sports shops into Rebel stores so it can focus on one brand.

The sports, auto and camping goods retailer says the move, which will be complete by October 31, will help it offer expanded range of services at more locations, concentrate its investment and streamline its end-to-end supply chain.

The company said that there should be a minimal impact now workers with Amart Sports’ employees being rehired into their newly converted stores.

Chief executive and managing director Peter Birtles says that while Amart Sports has been, and continues to be, a strong performer for the company, it is important to respond to changing market dynamics.

"Coming together under the one single brand will enable our sports division to further accelerate the shift it has made in recent years," he said in a statement on Tuesday.

"The Amart Sports brand has been and continues to be a strong performer for Super Retail Group, however, as a business it is important we are realising a strategy that places the Group in the optimal position for strong and sustained growth, and that we anticipate and respond to changing and market dynamics that continuously evolve."

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