Our missionOur ValuesOur visionPassionate


Super Retail Group is one of Australasia’s Top 10 retailers and is listed in the Australian Stock Exchange.

Home to BCF Boating Camping Fishing, Rays, Rebel, Supercheap Auto and Super Retail Commercial, the Group has operations in Australia, New Zealand and China, all striving to provide solutions and engaging experiences to enhance our customers’ leisure time.

Started in 1972 and publicly listed in 2004, the Group has grown to become one of Australasia’s leading specialty retailers with more than 630 stores and annualised turnover in excess of $2.5 billion.

Our Mission

To provide solutions and engaging experiences that enable our customers to make the most of their leisure time.

Our Vision

Inspiring you to live your passion.

Our Goals

  • To be one of the 5 largest Australasian retail companies.
  • To achieve the highest team member engagement across the retail sector.
  • To achieve higher customer satisfaction ratings than our competitors in the markets in which we operate.
  • To provide returns to our shareholders that exceed the benchmark ASX200 by 5%.

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Brand Spotlight

Supercheap Auto is one of Australasia's leading retailers of automotive spare parts, hand tools, power tools, car care, electrical, outdoor products, and more.

With over 115 stores located across every state of mainland Australia, BCF continues to be the largest outdoor retailer in the country.

As Australia's largest outdoor entertainment and camping leisure retailer, Rays offers families everything they need to enjoy the outdoors from the backyard to the bush.

Rebel offers a wide range of the latest, quality, branded sporting and leisure goods. Rebel has an extensive list of product categories for the casual and serious fitness enthusiast.